The NRMA has unveiled a new national campaign calling Australians to consider switching to electric vehicles, as they have the largest network of EV chargers in Australia.
After being named the inaugural winner of the SBS Media Sustainability Challenge, this initiative asked brands to normalise sustainable behaviour and rethink how environmental action is represented in marketing.
Australia’s transition to EVs remains slow compared to other developed markets.
Last month, battery electric vehicles accounted for nine per cent of all new cars sold, representing eight per cent of 2025’s year-to-date market share.
The NRMA has been a long-term supporter of EV adoption, citing lower running costs, the arrival of price parity with petrol and diesel models, and emissions reductions as key benefits.
The organisation also continues to expand Australia’s fast-charging network, now reaching 540 charging points across 157 sites, with 32 additional sites set to open within the next six months.
Low-carbon production model
As part of the SBS challenge, the NRMA was required to demonstrate sustainability not only in its messaging but also in its production methods.
Working with production partner 3rdspace, the team embedded low-impact practices across the entire process.
Key actions included remote-first location scouting, virtual casting, EV carpooling, solar-powered generators, vegetarian catering, refillable water systems, recycled wardrobe sourcing, renewable-powered post-production, and virtual voice-over recording.
AdGreen calculated the final footprint at 1.98 tCO₂e about 75 percent lower than average for a comparable shoot.
Marie Ferrett, General Manager Brand and Reputation at the NRMA, said: “Winning the inaugural SBS Media Sustainability Challenge was about proving creativity and sustainability can co-exist. We learned what works, what doesn’t and where the industry needs to go next.”
SBS commends NRMA for industry leadership
Kate Young, National Manager of SBS CulturalConnect, said the campaign demonstrated authentic and practical adoption of sustainability principles.
“We are incredibly proud to award the NRMA as the inaugural winner of the SBS Media Sustainability Challenge,” she said.
“In conceiving this challenge, we wanted to promote outstanding work which drives positive change and rethinks how brands can authentically drive sustainability in their advertising campaigns and the associated TV productions.”