This festive season, Geneco, Singapore’s No. 1 Residential Electricity Retailer, is celebrating the transformative power of family bonds, resilience, and second chances through its heartwarming campaign, “Star Light, Star Bright.” Partnering with like-minded organisations including Yellow Ribbon Project, The Salvation Army – Children & Youth Group, Science Centre Singapore, and Families for Life, the initiative brings together communities to spotlight stories of hope and reconnection between incarcerated mothers and their children.
Inspired by stars as symbols of guidance, love, and hope, “Star Light, Star Bright” encourages Singaporeans to reflect on the strength of family connections, even in challenging circumstances. At the heart of the campaign are heartfelt artworks co-created by incarcerated mothers and their children, each capturing personal stories of love, reconciliation, and resilience. Guided by the campaign manifesto, these mothers expressed their journeys through art, producing distinctive pieces that symbolise enduring bonds and renewal.
Roving Art Gallery and Community Engagement
For the first time, Geneco is bringing these artworks into the public sphere through a roving art gallery that tours Singapore from 1 to 21 December 2025, stopping at Hillion Mall, Paya Lebar Quarter (PLQ) Plaza, and 270 Orchard Road. Each artwork is accompanied by personal stories from the mothers, offering visitors insight into the emotional journeys behind the paintings. Visitors can adopt the artworks, with proceeds supporting rehabilitation and reintegration programmes for inmates, ex-offenders, and their families.
Beyond the gallery, the campaign features limited-edition festive cookies and greeting cards, crafted and designed in collaboration with the Yellow Ribbon Bakery, showcasing the creativity of inmate-bakers. Additionally, families of incarcerated parents and caregivers are invited to a stargazing session and Omni-Theatre experience in partnership with Science Centre Singapore, creating meaningful moments of reflection, connection, and joy.
From 1 November to 31 December 2025, the public can also vote for their favourite artworks on the campaign microsite. Every vote contributes to Geneco’s S$10,000 donation to the Yellow Ribbon Fund, supporting rehabilitation and reintegration programmes, while promoting awareness of second chances and community support.
Interview with Alex Chan, Head of Brand, Communications & Marketing at Geneco
To gain deeper insight into the vision behind “Star Light, Star Bright,” we spoke with Alex Chan, Head of Brand, Communications & Marketing at Geneco, who shared the inspiration, objectives, and significance of the campaign.
1. “Star Light, Star Bright” features artworks co-created by incarcerated mothers and their children. Can you share what the campaign aims to communicate through these stories of resilience and family bonds?
Alex Chan: Star Light, Star Bright is a reflection of Geneco’s purpose to #PowerTheChange and a reminder that every action is a spark of hope that can illuminate new beginnings. By working with incarcerated mothers and their children to co-create these artworks, we wanted to spotlight the gift of second chances, hope and families , and the significance for them to rebuild their relationships.
Each piece carries heartfelt stories on what family truly means to them, we hope to inspire the public to come together to support the reintegration of incarcerated inmates, not just with society, but their loved ones as well.
2. The campaign includes Geneco’s first-ever roving art gallery touring multiple locations. How do you hope this physical presence in the community will engage the public and raise awareness about second chances?
Alex Chan: The roving art gallery brings Star Light, Star Bright to life by taking these stories of love and perseverance into the heart of the community. By showcasing the beautiful co-created artworks in accessible public spaces, such as Hillion Mall, Paya Lebar Quarter, and Orchard Road, we hope to encourage people to pause, reflect, and connect with the emotions behind each piece.
Each artwork is accompanied by the mothers’ personal stories, offering the public a deeper understanding of the strength it takes to heal, reconcile, and hope again. This physical presence creates a space for empathy and invites Singaporeans to see how their support can make a real difference in helping others rebuild their lives.
3. Geneco is partnering with Yellow Ribbon Project, The Salvation Army Children & Youth Group – Kids In Play, Science Centre Singapore, and Families for Life. How did these collaborations help bring the campaign’s message of hope and family support to life?
Alex Chan: Working with like-minded partners such as Yellow Ribbon Project, The Salvation Army, Science Centre Singapore, and Families for Life allowed Star Light, Star Bright to grow beyond what we could do alone and become a movement of shared compassion.
Each partner brings unique strengths that help amplify the campaign’s key message, sharing the same belief in hope, family support, and second chances. Yellow Ribbon Project and The Salvation Army, Children & Youth Group – Kids In Play support the rehabilitation and well-being of inmates and their families, while Science Centre Singapore and Families for Life create opportunities for bonding and reflection through educational and community-focused experiences.
Together, as like-minded partners, we were able to create a movement of such scale to reach more families, tell their stories more meaningfully, and inspire the public to be part of a more inclusive and supportive community.
4. As part of the campaign, the public can vote for artworks, and Geneco will donate S$10,000 to the Yellow Ribbon Fund. How do initiatives like this strengthen the broader ecosystem of rehabilitation and reintegration for inmates and their families?
Alex Chan: Initiatives like the public voting and donation component of Star Light, Star Bright allow the community to actively support the families of inmates in their journey to reintegrate.
Every vote becomes a pledge of encouragement to incarcerated mothers and their families, sending a powerful message that society cares and is supporting them in their journey.
Furthermore, the initiative also feature painting from other incarcerated inmates that are up for adoption, starting from less than a hundred dollars only.
The funds raised will go toward rehabilitation and reintegration programmes that help rebuild confidence, strengthen family relationships, and support transitions back into the community. By involving the public, the Star Light, Star Bright initiative helps foster empathy and reinforces that rehabilitation is a collective effort that thrives when communities come together with compassion and hope.
5. The campaign also includes festive cookies, greeting cards, and a stargazing session. How do these experiences complement the artworks in conveying the themes of love, guidance, and second chances?
Alex Chan: The theme of ‘Stars’ as beacons of hope is reinforced in every part of the initiative, and these experiences complement the artworks by bringing the campaign’s message into everyday moments of connection.
The festive cookies, handcrafted by inmate bakers from the Yellow Ribbon Bakery, showcase their creativity and give them a sense of pride in contributing to something meaningful. The packaging is designed from the paintings of Star Light, Star Bright, and it will also be available in the limited-edition bundle is aptly called Yellow Ribbon Bakery Wishing Star Cookie Bundle, which the public can purchase to support the cause.
The limited-edition greeting cards, also featuring the Star Light, Star Bright artworks, allow the public to not only further understand the stories behind each painting, but they can also share and appreciate these anecdotes of hope with their loved ones, reinforcing the message of family bonds and resilience.
Last but not least, the stargazing session, organised in partnership with Science Centre Singapore, offers children of incarcerated parents and their caregivers a special moment of joy, reflection, and togetherness under the night sky – giving them an immersive experience of the initiative.
Together, these experiences embody the spirit of the campaign and serve as gentle reminders of hope, love, and the light that guides every second chance.
6. Geneco’s brand purpose, #PowerTheChange, emphasizes compassion and inclusivity. How does “Star Light, Star Bright” reflect Geneco’s ongoing commitment to supporting families and fostering hope within the community?
Alex Chan: At Geneco, we do not only want to power households, but we hope to #PowerTheChange for families, and Star Light, Star Bright brings our purpose to life by highlighting the importance of family, empathy, and community support. Through this campaign, we aim to create meaningful opportunities that help families reconnect while reminding society of the transformative power of compassion.
Working alongside our partners, we were able to extend the campaign and amplify the campaign message even further, leveraging on the strengths of each of our partners towards shining a light on the significance of second chances, the importance of family, and, ultimately, building a more compassionate and inclusive nation for everyone.
Geneco’s “Star Light, Star Bright” campaign illuminates the transformative power of hope, family bonds, and community support. By connecting art, immersive experiences, and meaningful initiatives, the campaign invites Singaporeans to contribute to a society where second chances are celebrated and families are strengthened. To find out more about this inspiring initiative and participate in the public voting, please visit www.starlightstarbright.sg.
