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Geneco partners singer Sherman Zhuo for new song in mental wellbeing campaign

Geneco partners singer Sherman Zhuo for new song in mental wellbeing campaign

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Singapore electricity retailer Geneco is highlighting the importance of mental wellness among youths in Singapore this National Day with its "Here, Sunrise x Sunset" campaign. 

Going hand in hand with this year's National Day theme of "Together, As One United People", "Here, Sunrise x Sunset" highlights the strength in collectivism as it champions mental well-being through the strength and solidarity of Singaporeans. 

The campaign also aims to foster a supportive community and promote mental health awareness, as well as help youths navigate their mental wellness journey. 

As part of the campaign, Geneco has collaborated with homegrown award-winning singer-songwriter Sherman Zhuo, NParks' Garden City Fund and Beyond the Label. For starters, Geneco and Zhuo have collectively released a new song titled Endless Shine on YouTube and Spotify. 

Don't miss: SG mental health organisations team up to put spotlight on youth suicide 

“We recognise that youths are found to be more prone to suffer from mental health issues due to school, work and social media-related stressors. As such, by working with Zhuo, we aim to support more local artists and amplify our efforts to reach the youth demographic in Singapore," said Alex Chan, head of brand, communications and marketing at Geneco. 

"We hope to leverage the power of music to spark conversations amongst youths on mental wellness and foster a culture of acceptance and support amidst our stress-laden society,” added Chan. 

Composed by Zhuo, Endless Shine portrays his journey of overcoming mental health challenges and societal expectations by finding joy in the little things in life. 

"I’m excited to partner with Geneco for this campaign as promoting mental health is a cause close to my heart as an artist. In today’s fast-paced world inundated with social media content, I believe that prioritising mental wellness is essential for everyone," said Zhuo.

"As a singer-songwriter, I’ve encountered personal struggles navigating societal norms and expectations. Having personally faced my own battles with mental health, I deeply empathise with this topic, and through this song, I hope to be able to uplift those who may still be navigating their journey,” he added. 

Singing to the same tune, Geneco has taken the opportunity to elevate its long-standing partnership with Garden City Fund by featuring one of NParks' new therapeutic gardens - East Coast Park - in the music video of Endless Shine.

Through this, Geneco hopes to raise awareness of therapeutic gardens, highlighting more avenues for stressed youths to find solace and rejuvenation amid a serene and tranquil environment. In addition, Geneco will also be donating SG$10,000 to the Garden City Fund to support NParks' therapeutic horticulture programme. 

Geneco will also be donating SG$10,000 to Beyond the Label once the company reaches its goal of achieving one million streams of Endless Shine.

“Raising awareness and promoting dialogue around mental health will pave the way for a healthier and more supportive community. We are glad to join hands with Geneco for their "Here, Sunrise x Sunset" campaign to highlight our collective mission to champion mental wellness and challenge mental health stigma in Singapore," said Andrea Chan, Beyond the Label lead.

"With the upcoming Beyond the Label Fest 2024’s focus on the mental well-being of youths, we hope to equip youths with the tools they need to manage their mental health concerns and encourage them to be active advocates of mental wellness in their communities," she said. 

Further expanding outreach to the youths, Geneco will be hosting a pop-up installation at the atrium of Bugis Junction from 29 July to 4 August 2024. The event invites visitors to immerse themselves in the transformative essence of Endless Shine with specially curated sound tube installations, heartfelt lyrics and melodies. 

Finally, members of the public can stand a chance to be one of five lucky winners to walk away with SG$100 worth of eCapitaVouchers. To win, interested participants can cast their votes for their favourite lyrics featuring the scenes from Endless Shine on Geneco's campaign page or onsite at the pop-up installation. 

This campaign comes after the electricity retailer collaborated with NParks’ Garden City Fund, photography influencer Daryl Aiden Yow and sustainable fashion platform REFASH for its #MySecretGarden campaign during last year's National Day.

The campaign aimed to raise awareness about Singapore's abundant green spaces and their positive impact on mental wellness and featured nine of NParks’ therapeutic gardens which were designed as a haven for relaxation, healing, and self-reflection that could improve one’s mental wellness while also intending to resonate with the younger generation.

Geneco picked Yow for the partnership as the influencer had to overcome his own mental health challenges when he faced public backlash in 2018 for passing off stock photos as his own on Instagram. 

As part of the campaign, Yow's photos were displayed at a photo gallery located in Funan mall where individuals were given the opportunity to vote for their favourite picture. 

Explore transformative trends to empower your brand for sustainable growth. Join 500+ marketing minds at Digital Marketing Asia 2024 Singapore on 1-2 October and uncover transformative trends to empower your brand, network with industry leaders and collaborate across industries, and discover real-life marketing wins and powerful ideas. 

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Geneco renews partnership with marketing and PR consultancy, looks to elevate brand 

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