What Does a Truly Sustainable Pride Activation Look Like?

RACV Activation at Midsumma Festival 2024

In partnership with Footprint Group Events

About the Client

Footprint Group Events is a Melbourne-based agency curating sustainable event experiences. With a mission to green up Melbourne business events with purpose-driven supply chain. They collaborate with forward-thinking organisations to deliver events that truly embody environmental responsibility

The Brief

For Midsumma Festival 2024, Footprint Group Events engaged Cardboard Mill to design and build an activation for RACV that would:

• Attract and engage attendees
• Celebrate identity and self-expression
• Showcase RACV’s commitment to sustainability

 

Key features requested included makeup stations, a self-expression affirmation wall, and a standout welcome archway to invite people.

Our Approach

We created a playful space that married creativity with sustainability. Each piece was made from recycled cardboard, organic inks and biodegradable glue.

Highlights included:

• Vanity tables for makeup stations
• A colourful affirmation wall inviting visitors to share messages of love and pride
• Signature RACV yellow cardboard fencing to frame the space
• Signage for clear guidance and to explain the activation
• A walk-through rainbow arch tunnel that became an instant crowd magnet

 

Sustainability was integral to every decision, from materials to all our movements being carbon offset, ensuring a minimal environmental footprint.

The Result

The activation balanced visual impact with meaningful engagement. The rainbow tunnel was a standout feature.

Feedback from RACV and Footprint Group was overwhelmingly positive:

• The activation boosted RACV’s presence at a key cultural event
• It aligned seamlessly with both organisations’ sustainability values without sacrificing creativity
• The efficient installation and zero-waste pack-down simplified logistics for event organisers
• Most importantly, the space became an inclusive environment where people felt empowered to be themselves, capturing the true spirit of Midsumma.

 

Post-Event Impact

True to the sustainable spirit of the build, the rainbow tunnel didn’t end up in landfill; it found a second life in the foyer of the Victorian Pride Centre, extending its message of pride long after the festival wrapped.