As the year draws to a close, it is the perfect time to reflect and hold on—to the memories we’ve made, to the possibilities that lie ahead, and to the ones who have been there with us through it all.

This festive season, as we cherish those closest to us, we would like to present ‘Till the End of Time’ initiative, and invite everyone to join us in celebrating the most precious gift of all—family.

As part of this initiative, we are partnering with New Life Stories (NLS), a non-profit organisation dedicated to preventing intergenerational incarceration and supporting families as they navigate the challenges that arise when a loved one is in prison.

Together, we hope to inspire everyone to be part of this initiative, and help to rebuild family connections despite their circumstances, to give their children a fairer start to life.

Watch this video to discover the true meaning of family, second chances, and the moments in life that lead you back home.

Taking Love Beyond the Walls Together

In collaboration with New Life Stories, we have co-created the book, ‘Love Beyond the Walls: Till the End of Time’, which includes a heartfelt foreword penned by President Tharman.

Written by inmates under New Life Stories’ incare programme, illustrated by former inmates from CANVAS, and supported by Yellow Ribbon Project, this book is a heartfelt collection of 10 stories conveying love and hope from the incarcerated parents to their children.

During this season of giving, we hope you can preorder the book at www.TillTheEndOfTime.sg, with 100% of sales proceeds going directly to New Life Stories.

You can also show your support for the initiative by downloading any of the three preview e-stories from the book, and even stand a chance to be 1 of 5 lucky winners to win $100 eCapitaVoucher and a copy of ‘Love Beyond the Walls: Till the End of Time’. 

With your pledge to this initiative, Geneco will also be donating $15,000 to the Family Strengthening Programme by New Life Stories, which will help further their efforts in preventing intergenerational incarceration, reducing re-offending, and enhancing family stability and community inclusion.

Step Into a Storybook World

From now till 31 December, you can head to Jurong Regional Library, Queenstown Public Library and Sembawang Public Library and immerse yourself in the wonders of our larger-than-life storybook installations, where you can browse the other books from New Life Stories ‘Love Beyond the Walls’ series, and even watch our ‘Till the End of Time’ video with your loved ones. 

For an extra special treat, you and your little ones can join Kelly Latimer on 14 December 2024, from 12:30 PM to 1 PM at Jurong Regional Library, as she brings three stories from the book to life in a captivating storytelling session perfect for you and your little ones.

Make New Memories with Your Loved Ones at Till the End of Time Pop-Up

Join us at our immersive storybook pop-up event happening outside Ngee Ann City from 12 to 18 December, 10 AM to 10 PM. It’s the perfect family outing, featuring a photobooth where you can capture special moments with your loved ones and take home your very own ‘Till the End of Time’ photo bookmarks. 

 While you’re there, you can also purchase a copy of the ‘Love Beyond the Walls: Till the End of Time’ book and receive it right at the event. 

In celebration of the Yellow Ribbon Project’s 20th anniversary, their exclusive Hope Bears symbolising second chances will also be available for purchase at our event. Each limited-edition bear represents the journey that inmates and ex-offenders take to transform their lives, with 100% of proceeds supporting the Yellow Ribbon Fund. 

Plus, be the first 50 to download any of the three e-stories on 14 and 15 December, from 6PM – 8PM, and receive an exclusive Geneco Green Starter Kit for kids consisting of a Geneco tote bag, collapsible lunch box, cutlery set, collapsible water bottle, and reusable wheat straw.

‘Till the End of Time’ Giveaway

You can also join our Facebook or Instagram giveaway for a chance to be one of 10 lucky winners to receive a $30 eCapitaVoucher and a Geneco Green Starter Kit (worth $40), which includes a foldable umbrella, collapsible water bottle, reusable straw, and grocery net bag.

Simply answer the question in our comments section: “How much is Love Beyond the Walls: Till the End of Time book?” The contest ends on 30 November 2024. Terms and conditions apply.

To find out more about our campaign, you can visit www.TillTheEndOfTime.sg. 

Together, let’s #PowerTheChange towards building a forever home – one that belongs to all of us.