SBS – Special Broadcasting Service has opened applications for the 2026 SBS Media Sustainability Challenge, inviting brands and agencies to develop TV creatives that normalise sustainable behaviour and promote better environmental practices among Australian consumers.
Now in its second year, the challenge offers the winning campaign $500,000 inSBS advertising inventory, selected by a jury of senior industry leaders.
Submissions are open until 6 March, with the winner to be announced in the second half of 2026.
Encouraging sustainable behaviour through creative storytelling
Designed to drive industry collaboration on sustainability, the SBS Media Sustainability Challenge asks brands and agencies to submit a 30-second television script and a 500-word rationale addressing how their campaign encourages positive environmental change.
Kate Young, National Manager of SBS CulturalConnect, said the response to the inaugural challenge demonstrated sa trong appetite from the market.
“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.
“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.”
Focus areas for 2026
For 2026, SBS has refined the brief, asking entrants to focus on one of three key sustainability pillars:
• Nature – how the brand protects and restores the natural environment
• Carbon – how the brand reduces carbon emissions
• Waste – how the brand minimises waste through sustainable practices or innovations
Entries will be shortlisted in March, with the shortlisted entries progressing to final judging later in the year.
“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,” Young said.
Industry-led judging panel
SBS confirmed the jury for the 2026 challenge 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
• Angus Gordon, SBS head of creative and production services, CulturalConnect
Building on last year’s success
The inaugural SBS Media Sustainability Challenge was won by NRMA, recognised for an electric vehicle campaign that encouraged Australians to consider EV adoption while highlighting the organisation’s growing charger network.
To launch the 2026 challenge, SBS has released a stop-motion film that explains the initiative and encourages entries from across the industry.