Adam Liaw
Broadcaster SBS has opened applications for its sustainability challenge aimed at encouraging brands to normalise sustainable behaviour and highlighting better environmental practices for Australian consumers.
SBS is offering $500,000 in advertising inventory to the winning campaign, as determined by a jury of leading industry professionals.
SBS CulturalConnect national manager Kate Young said SBS is asking brands and agencies to work together to drive positive change and protect the planet by rethinking their marketing campaigns.
“SBS has made serious inroads in measuring and working to reduce our environmental footprint, but we know change only comes about when we work together, and through this initiative, we’re providing a platform to elevate creative ideas that normalise sustainable practices to Australian audiences," Young said.
“In 2017, SBS Media launched the Diversity Works Challenge designed to encourage Australia’s advertising industry to rethink how diversity is represented in their marketing campaigns.
“We’ve seen the impact inclusive marketing has had in Australia, and we are again putting up significant inventory to help drive creativity and innovative thinking in normalising sustainable behaviours.”
The challenge is open for submissions until March 31, where brands and agencies should go online and submit a 30 second television script. The jury will judge the script and rationale, with entries to be shortlisted in April and a final winner announced in Q3 of 2025.
“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.
The SBS Media Challenge jury consists of: Adam Liaw, host of SBS’s The Cook Up 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.
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.
Liaw said he is very proud to be involved in the SBS Media Sustainable Media Challenge.
"As Co-Chair of Sustainable Screens Australia (SSA), I know this is such an important initiative. The Cook Up with Adam Liaw is the first Australian television program to have its carbon footprint approved by Sustainable Screens Australia, and we want to encourage more productions and advertisers to be thinking about the carbon footprint of their productions," Liaw said.
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