Takeaways

• SBS has launched its Media Sustainability Challenge, inviting brands to promote sustainable behavior through creative advertising.
• The winning campaign will receive $500,000 in advertising inventory, plus sustainability consulting and training.
• Entries must focus on nature, carbon, or waste reduction, with submissions closing March 6.

Australia’s national broadcaster SBS has opened applications for its Media Sustainability Challenge, calling on brands and agencies to create campaigns that normalize sustainable behavior and showcase better environmental practices.

The initiative, now in its second year, aims to encourage the advertising industry to play a more active role in tackling climate change and promoting responsible consumption. SBS is offering $500,000 worth of advertising inventory to the winning campaign, giving brands a significant platform to reach national audiences.

Beyond airtime, the winning team will also receive professional consulting and training through Sustainable Screens Australia to ensure the production follows recognized sustainability best practices. The goal is not only to spread an environmental message, but also to ensure the campaign itself is produced in a low-impact way.

Read More: Definitions of Sustainability: A to Z Guide on Sustainability

Kate Young, National Manager of SBS CulturalConnect, said the response to last year’s inaugural challenge showed strong appetite for purpose-driven advertising.

“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,” Young said.

She noted that many creative ideas were submitted last year and expects even more participation this time. “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.”

Last year’s winner, the NRMA, ran an electric vehicle campaign encouraging Australians to consider switching to EVs while highlighting its expanding network of EV chargers. SBS said the campaign demonstrated how advertising can influence everyday choices and accelerate the shift to cleaner transport.

For 2026, the sustainability challenge has been updated to sharpen its focus. Brands must centre their entries on one of three themes: nature (protecting and restoring the environment), carbon (reducing emissions), or waste (minimising waste through sustainable practices or innovation).

Participants are required to submit a 30-second television script along with a 500-word rationale explaining how their idea meets the judging criteria. A panel of industry leaders will evaluate the submissions, including Adam Liaw, co-chair of Sustainable Screens Australia; Arum Nixon from Ad Net Zero; Abigail Thomas, SBS head of sustainability; Young; and Angus Gordon, SBS head of creative and production services.

Young said the green advertising initiative offers brands a rare chance to combine creativity with impact.

“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 behaviors,” she said.

Also Read: The Growing Need for ESG Companies, Sustainability, and Climate Solutions

Submissions close on March 6, with winners to be announced later this year. SBS hopes the environmental marketing effort will help make sustainability a mainstream message across Australian media.

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Source: AdNews