Winner of the SBS Media Sustainability Challenge.
The NRMA is encouraging Australians to consider switching to an electric vehicle (EV) in a campaign via its in-house agency and 3rdspace.
The NRMA campaign is also the winner of the SBS Media Sustainability Challenge which saw the hybrid funded national broadcaster encourage Australian brands to normalise sustainable behaviour and highlight better environmental practices for Australian consumers.
“Winning the inaugural SBS Media Sustainability Challenge was about proving creativity and sustainability can co-exist,” said NRMA general manager brand and reputation, Marie Ferrett.
“We learned what works, what doesn’t and where the industry needs to go next."
Australia is making the switch to electric far slower than many other developed countries.
Last month, nine per cent of all new vehicles sold were Battery Electric Vehicles (BEV) and eight per cent of market share for 2025 year-to-date, according to NRMA.
Experts in reducing production emissions, the final carbon footprint for the campaign shoot was just 1.98 tCO2e – 75% lower than average, according to AdGreen.
The NRMA now has 292 EV chargers across 157 sites in every state and territory across Australia, with another 32 sites to come in the next six months.
Every EV switch saves 30 tonnes of CO₂ over the life of the vehicle, according to SBS.
The NRMA will also amplify the ‘switch’ message across owned channels to its more than 3.4 million members.
“We are incredibly proud to award the NRMA as the inaugural winner of the SBS Media Sustainability Challenge,” said SBS CulturalConnect national manager, Kate Young.
“In conceiving this challenge, we wanted to promote outstanding work which drives positive change and rethinks how brands can authentically drive sustainability in their advertising campaigns and the associated TV productions.
“The work by the NRMA in-house Creative Studio and 3rdspace, does exactly this and shows how Australian brands can lead when it comes to driving sustainability and change in consumer behaviour.”
