The five finalists for the SBS Media Sustainability Challenge have been shortlisted.
Australian Ethical, Fresh Select/Nutri V, the NRMA, OzHarvest Ventures and Southern Seagreens 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.
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).
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.
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.
‘For the planet, good for audiences and good for business’
“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 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.