Geneco celebrates the beauty of losing your way in latest mental health campaign

Geneco has unveiled a new mental health and wellness initiative "Lost to be found", in collaboration with local actor and artist Chen Xi. The campaign features six black-and-white illustrations by Chen Xi that chart a creative and emotional journey through Singapore’s green spaces, from the Singapore Botanic Gardens to Pulau Ubin. Each piece reflects moments of uncertainty, resilience and rediscovery, inviting viewers to reflect on their own paths.

The campaign comes as mental health concerns among youth continue to grow. According to the Institute of Mental Health’s 2024 nationwide survey, nearly one-third of young people aged 15 to 35 reported symptoms of depression, anxiety or stress. Yet only 20% turned to professional services, often due to stigma.

The accompanying campaign video connects the illustrations into a seamless loop, symbolising the ongoing journey of growth. 

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The campaign includes a SG$10,000 donation to Beyond the Label, and another SG$10,000 to new partners Mindfull Community. The exhibition launches at grovve, *SCAPE’s wellness space for youth, and runs from 24 June to 30 September 2025.

Members of the public can visit the exhibition or campaign site to vote for their favourite artwork, with prizes including SG$100 eCapitaVouchers and custom-designed journals.

“This is a generation that is navigating different terrains, from academic pressures to societal expectations and even excessive social media use. Some may feel uncertain about their identity, purpose, and even future. And that’s exactly why we created this campaign. To say: It’s ok to be not ok because life is a process of continuous learning and self-discovery,” said Alex Chan, head of brand, communications and marketing at Geneco.

“As Singapore turns 60, Geneco is looking ahead, not just in terms of progress, but in how we support the next generation emotionally and mentally. This campaign recognises that it’s okay to lose your way. In fact, it’s often the beginning of finding something deeper like our nation did,” Chan added.

In tandem, Chen Xi said the work reflects his personal experiences. “There were times when I felt I had to keep everything together, that I had to always know what I was doing, where I was heading. But the truth is, I’ve learned the most about myself during the moments I felt most unsure,” said Chen Xi.

“This collection is about those moments and how they often lead us somewhere unexpected, yet somewhere real. This was not about showing people where to go; instead it was about capturing what it feels like when you don't have the answers and why that can sometimes be exactly where transformation begins," he added.

Set against Singapore’s 60th birthday, "Lost to be found" builds on Geneco’s long-term commitment to mental health. The initiative follows last year’s music-led "here, sunrise x sunset" and shifts focus to visual storytelling, blending art and nature to spark reflection.

In "here, sunrise x sunset", Geneco and homegrown singer-songwriter Sherman Zhuo released a new song titled Endless Shine on YouTube and Spotify. It was also created in collaboration with Garden City Fund and Beyond the Label where NParks' new therapeutic gardens was featured and a SG$10,000 donation was given to Beyond the Label. 

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