Credit: SBS.
National broadcaster SBS has opened applications for its Media Sustainability Challenge, encouraging brands to normalise sustainable behaviour and highlight better environmental practices.
SBS is offering $500,000 in advertising inventory to the winning campaign, as determined by a jury of leading industry professionals.
The winning advertisement will also receive consulting services and training through Sustainable Screens Australia to ensure the production meets best practices for sustainability.
Last year’s inaugural winner was the NRMA, which featured an EV campaign that encouraged Australians to consider switching to an electric vehicle and highlighted their growing network of EV chargers.
“We have had so much positive feedback from the market about the SBS Media Sustainability Challenge and are thrilled that it is back for another exciting year," said Kate Young, National Manager of SBS CulturalConnect.
"Last year we were inundated with some great ideas and campaigns and we’re so pleased that more of these creative ideas will have an opportunity in this year’s challenge.
"At its heart, the campaign is asking brands and agencies to work with us to drive positive change to protect our planet by rethinking how they authentically represent sustainability in their marketing campaigns.
"SBS has been a clear leader in this space working to reduce our environmental footprint, but we know change only comes about when our industry collaborates. Through this initiative, we’re helping build a platform to elevate creative ideas that normalise sustainable practices to Australian audiences.”
Brands and agencies are required to submit a 30-second television script and a 500-word rationale addressing the judging criteria.
For 2026, the challenge has been updated to ask brands to focus on one of three areas: nature (protecting and restoring the natural environment), carbon (reducing carbon emissions), or waste (minimising waste through sustainable practices or innovations).
“This is such a strong opportunity for brands, many of whom are already doing great work in this space, to produce something really creative and interesting that will get noticed and help spark positive conversation around sustainable behaviours,” said Young.
The jury consists of Adam Liaw, host of The Cook Up and co-chair of Sustainable Screens Australia; Arum Nixon, Australia Chapter Lead at Ad Net Zero; Abigail Thomas, SBS head of sustainability; Kate Young, national manager, SBS CulturalConnect; and Angus Gordon, SBS head of creative and production services CulturalConnect.
Submissions close March 6 with winners announced later this year.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.