National broadcaster SBS has opened applications for the SBS Media Sustainability Challenge with the aim of encouraging brands to normalise sustainable behaviour and engage in better environmental practices for Australian consumers.
SBS is offering $500,000 in advertising inventory to the winning campaign, as determined by a jury of industry professionals.
The jury will consist 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.
The 2026 SBS Media Sustainability Challenge has put together a video explaining the challenge and encouraging brands and agencies to enter.
Last year’s challenge saw NRMA named as the inaugural winner of the SBS Media Sustainability Challenge with a EV campaign that encouraged Australians to consider switching to an electric vehicle (EV).
“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,” SBS CulturalConnect’s national manager Kate Young said.
“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,” Young added.
In 2026, the challenge has been updated to ask brands to focus on one of three areas: Nature – How your brand protects and restores the natural environment; Carbon – How your brand reduces carbon emissions; Waste – How your brand minimises waste through sustainable practices or innovations.
The winning ad will also receive consulting services and training through Sustainable Screens Australia to help ensure the advertisement meets best practice for sustainable production.
