Five brands make it through to final pitch stage of SBS Media’s Sustainability Challenge for a chance to win $500K in advertising inventory

April 16 2025, 2:41 pm | BY Ricki Green | No Comments
Five brands make it through to final pitch stage of SBS Media’s Sustainability Challenge for a chance to win $500K in advertising inventory

Five brands have been shortlisted for the SBS Media Sustainability Challenge launched earlier this year including Australian Ethical, Fresh Select/Nutri V, the NRMA, OzHarvest Ventures and Southern Seagreens. Finalists will now proceed to formal pitching before a winner is decided.

 

The SBS Media Sustainability Challenge is an initiative offering brands and agencies $500,000 in free advertising inventory for the best TV creative normalising sustainable behaviour and highlighting better environmental consumer practices.

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.

A judging panel of industry experts whittled down the contenders from across Australia, traversing several different industries.

“Congratulations to our shortlisted brands – we were impressed with the level of creativity and consideration put into their submissions which showcased how their brand or product is normalising sustainable consumer behaviours,” said Kate Young, National Manager CulturalConnect at SBS and a member of the five-member jury.

The jury was made up of: Adam Liaw, host of SBS’s The Cook Up with Adam Liaw and Co-Chair of Sustainable Screens Australia; Jane Palfreyman, SBS Chief Marketing and Commercial Officer (Chair); John Pabon, Sustainability Author and Consultant at Fulcrum Strategic Advisors; Abigail Thomas, SBS Head of Sustainability; and Kate Young, National Manager CulturalConnect at SBS.

“The shortlist for the Sustainability Challenge represents the best of the crop in terms of authenticity and innovation, how compelling the creative is to the consumer, creative excellence, and a sustainable production approach which makes sure brands walk the walk as well as talk the talk.

“The SBS Media Sustainability Challenge is very much aligned to the sustainable action we are taking across the SBS network, including our ambitious goal to reach Net Zero by 2045 on supplier emissions.

“We are thrilled at the huge interest brands and agencies have had in the Challenge, which we hope will drive change to increasingly prioritise sustainability in the industry. Ultimately that is good for the planet, good for audiences and good for business.”

Entrants to SBS Media’s Sustainability Challenge submitted an idea for a 30-second television script with a detailed rationale on how it aimed to normalise sustainable practices.

Central themes explored by each shortlisted candidate were superannuation investments (Australian Ethical), food waste (Fresh Select/Nutri V and OzHarvest Ventures), electric vehicles (the NRMA) and seaweed farming (Southern Seagreens).

A winner will be announced later in the year.

 

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