Incarcerated mothers and children share stories of hope in Geneco's roving art gallery

Geneco is celebrating the festive season with a campaign that shines a light on love, resilience, and the power of second chances. Titled “Star light, star bright”, the initiative brings together community partners including Yellow Ribbon Project, The Salvation Army’s Children & Youth Group – Kids In Play, Science Centre Singapore, and Families for Life to highlight stories of unconditional family love through art.

Marking its third consecutive year of partnership with Yellow Ribbon Project and its first with The Salvation Army’s Kids In Play group, Geneco has unveiled a collection of artworks co-created by incarcerated mothers and their children. The pieces — 'Hopish', 'Strength within our stars', 'You are the aurora of my life', and 'The shooting stars of our hopes and dreams' — were completed during a rare open visit in September, where families reunited to paint their shared stories of hope and renewal.

Each painting is accompanied by a personal note from the mothers, offering a glimpse into their experiences and the inspiration behind their work. The artworks will be displayed as part of Geneco’s first-ever roving art gallery, which will tour Singapore from 1 to 31 December. Acting minister-in-charge of Muslim affairs and senior minister of state for home affairs, associate professor Muhammad Faishal Ibrahim, will officiate the launch at Hillion Mall.

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The roving gallery will showcase the “Star light, star bright” paintings, the campaign manifesto, and additional curated artworks by inmates, with proceeds supporting rehabilitation and reintegration programmes. It will be open daily from 10am to 10pm at Hillion Mall (1–7 December), PLQ Plaza (8–14 December), and 270 Orchard Road outside Adidas (15–21 December).

Members of the public can vote for their favourite paintings on the campaign microsite, with each vote contributing to Geneco’s SG$10,000 donation to the Yellow Ribbon Fund. Participants also stand to win one of five SG$100 eCapitaVouchers, a set of limited-edition “Star light, star bright” greeting cards, and a Yellow Ribbon Bakery 'Wishing star' cookie bundle.

“As a brand, our purpose has always been to #PowerTheChange by building a more compassionate and inclusive Singapore,” said Alex Chan, head of brand, communications and marketing at Geneco. “Family bonds are the cornerstone of resilience and renewal, especially for those navigating challenging circumstances. We’re heartened to partner with Yellow Ribbon Project, The Salvation Army, Science Centre Singapore, and Families for Life to create shared spaces that inspire hope and connection.”

The campaign also extends into other touchpoints across Singapore. In collaboration with the Yellow Ribbon Bakery, Geneco will launch limited-edition festive cookies handcrafted by inmate-bakers, wrapped in packaging inspired by the “Star light, star bright” paintings. Available at the roving art gallery and online, each purchase symbolises support for second chances and rehabilitation through skill-building.

“Strategic partnerships with corporates such as Geneco are vital in enhancing the ecosystem of support for inmates, ex-offenders and their families,” said Saraswathy Gunasegaren, assistant director (aftercare) at Yellow Ribbon Project. “Geneco’s campaign sheds light on the importance of positive family relationships that serve as essential support systems upon inmates’ release. Such initiatives help families stay connected in constructive ways, which is crucial for successful rehabilitation.”

In another collaboration, Geneco and Science Centre Singapore will host a private stargazing session and Omni-Theatre screening for children of incarcerated parents and their caregivers, echoing the campaign’s theme of guidance and renewal under the stars.

“At The Salvation Army’s Kids In Play, family is a key pillar in an inmate’s integration journey,” said Karen Soh, assistant manager at the organisation. “Hope gives light in the darkest moments, and strengthened family bonds provide an anchor in times of uncertainty. Through this partnership with Geneco, we can remind families that reintegration is possible when the community believes in second chances.”

The storytelling element also extends digitally. Geneco will release What motherhood looks like behind bars, a short film featuring candid interviews with two incarcerated mothers who share their reflections on motherhood, forgiveness, and rebuilding family bonds.

Meanwhile, its collaboration with Families for Life builds on the "Real families real stories" initiative, themed “Light that never fades” this festive season. Between 1 September and 6 October, the collaboration invited Singaporeans to share personal reflections on love, family and resilience, drawing over 140 heartfelt submissions. These stories, featured on Geneco’s microsite and social platforms, underscore Singaporeans’ desire to celebrate unity and strength in family ties.

This latest campaign follows Geneco’s 2024 initiative “Till the end of time”, which focused on empowering second chances and reintegration for ex-offenders. The campaign, developed in collaboration with New Life Stories, Yellow Ribbon Project, and CANVAS, centred on the book Love beyond the walls: Till the end of time, co-created by Geneco and New Life Stories. The collection featured ten heartfelt narratives written by incarcerated parents to their children, alongside a foreword by President Tharman Shanmugaratnam, underscoring the importance of family bonds in breaking cycles of intergenerational incarceration.

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