Kate Young.
SBS has used its 2025 Upfront event to challenge the industry to go further on sustainability, while laying out its expanded
credentials in the space.
The broadcaster announced an initiative with Scope3 which will see SBS transparently share all of its direct digital campaign data with the leading emissions media reporting organisation.
Last year SBS became the first Australian broadcaster to set clear and ambitious goals for a Net Zero target by 2045 while confirming it had switched to 100% renewable energy.
SBS CulturalConnect's national manager, Kate Young, said the Scope3 partnership builds on the leadership positions announced last year and is an Australian first, transparently sharing all of SBS’ direct digital campaign data with Scope3 to measure and build a true picture of SBS' digital footprint.
"This is increasingly a client expectation and one we intend to be at the forefront of," she said.
SBS also laid out a new SBS Media Sustainability Challenge aimed at encouraging brands to normalise sustainable behaviour and highlight better environmental practices for consumers.
SBS said it would provide advertising inventory to the value of $500,000 to the winning campaign.
Young said in February 2025, the company will launch SBS’ Sustainability Challenge.
"We’ve seen the impact inclusive marketing has had on diverse Australi," she said.
"Now, we’re asking brands to drive positive change to protect our planet, by rethinking how they authentically represent
sustainability in their marketing campaigns.
“We want to encourage campaigns which can help drive better environmental practices among consumers. To showcase the sustainability change we need to see among all consumers and businesses.”
SBS is also applying for Science Based Targets Initiative (SBTi) as it looks to progress towards its 2045 Net Zero targets and is a foundation member of advertising industry body Ad Net Zero, which launched last week.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.