SBS Media Sustainability Challenge Back For 2026

SBS has reopened entries for the 2026 SBS Media Sustainability Challenge, inviting brands and agencies to submit television creative that normalises sustainable behaviour and promotes better environmental choices among Australian consumers.

The winning campaign will receive $500,000 in SBS advertising inventory, awarded by a jury of industry leaders.

The initiative builds on last year's launch, when NRMA was named the inaugural winner for an electric vehicle campaign that encouraged Australians to consider switching to EVs and highlighted the organisation's growing charging network.

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."

Submissions are open until 6 March. Entrants must provide a 30-second television script alongside a 500-word rationale addressing the judging criteria.

For 2026, the brief has been refined to focus on one of three areas: Nature – how the brand protects and restores the natural environment; Carbon – how the brand reduces emissions; and Waste – how the brand minimises waste through sustainable practices or innovation.

Entries will be assessed on the script and rationale, with a shortlist due in March and the overall winner to be announced in the second half of 2026.

"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.

SBS confirmed the jury will include: 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 advertisement will also receive consulting services and training from Sustainable Screens Australia to help ensure best-practice sustainable production.

Agencies and brands can find full details and submit entries via the SBS Media Sustainability Challenge website - www.sbsmedia.com.au/sustainability-challenge/