Invest in Trans Futures

In previous years, Rabobank made its boat available to Trans Pride. During WorldPride 2026, both organisations wanted to make a clear statement by standing side by side.

Effectgroep was asked to develop a meaningful and creative concept that brings the worlds of Rabobank and Trans Pride together. A message that would make guests on board feel safe, represented and connected, while also encouraging the public along the route to reflect.

The social position, safety and financial security of trans people require attention that extends far beyond a single day. That is why the ambition went beyond creating an eye-catching Pride boat. The message needed to reflect the values of both organisations and make clear what is needed to achieve lasting change.

We started with the people at the heart of the story. Together with members of the trans community, we took a deep dive into their experiences, concerns and ambitions. What issues do they face? What challenges do trans people encounter? And what message would feel genuine, relatable and relevant?

This led to a clear starting point: we wanted to hold up a mirror to the people watching from the quayside, without using any actual mirrors on board. Everyone on the boat needed to feel safe, seen and connected. The message aimed at the public, however, could be more provocative and encourage reflection.

We connected this insight to Rabobank’s slogan Growing a better world together and to the financial inequality experienced by trans people. This resulted in Invest in Trans Futures: a call to invest in equal opportunities, security and prospects for the future.

The boat itself became one powerful statement. A growing globe formed the centrepiece, the colours of the trans flag were incorporated into every detail, and oversized bank cards prominently displayed quotes, facts and figures. From the soft, plush DJ booth to the toilet cubicles, Invest in Trans Futures was visible throughout the entire boat.

Invest in Trans Futures transformed the Canal Parade into a platform for a message that resonated long after the event. Along the route, on social media and on national television, the statement reached a wide audience.

Just as important was what happened on board. Guests felt safe, seen and connected. Together with Rabobank and Trans Pride, we are incredibly proud of the many personal responses and messages of thanks we received afterwards.

To top it all off, the jury awarded the boat second place in the Best Corporate Statement category. So during WorldPride 2026, it wasn’t just a beautiful boat with a powerful story that sailed by. Invest in Trans Futures set that story in motion. On the water, along the quayside and far beyond.