SBS has opened applications for the SBS Media Sustainability Challenge for 2026. The challenge offers brands and agencies $500,000 in advertising inventory for the best TV creative normalising sustainable behaviour and highlighting better environmental consumer practices.
Kate Young, National Manager of SBS CulturalConnect, said:
“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.
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.
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.”
Last year’s challenge saw NRMA the inaugural winner with an EV campaign that encouraged Australians to consider switching to an electric vehicle (EV) and featuring their growing network of EV chargers.
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 jury for the SBS Media Challenge is 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 & Production Services CulturalConnect.
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.
The challenge is open for submissions until March 6. Brands and agencies can submit a 30-second television script and 500-word rationale addressing the judging criteria with the winning campaign determined by a jury of leading industry professionals. Entries will be shortlisted in March and a final winner announced in the second half of 2026.
Interested agencies and brands should go to the SBS Media Sustainability Challenge website for more information.