SBS Media has published the shortlist for its Sustainability Challenge, with five brands vying for $500,000 in free advertising inventory, including Australian Ethical, Fresh Select/Nutri V, the NRMA, OzHarvest Ventures, and Southern Seagreens.

The brands were selected for their potential to create television advertisements that normalise sustainable behaviour and promote better environmental consumer practices.

The SBS Media Sustainability Challenge is designed to reward the best TV creative that aligns with sustainable practices. The winning advertisement will not only receive the advertising inventory but will also benefit from consulting services and training through Sustainable Screens Australia. This will ensure that the production adheres to best practices for sustainability.

The judging panel for the challenge includes notable figures such as Adam Liaw, Jane Palfreyman, John Pabon, Abigail Thomas, and Kate Young. The panel evaluated the submissions based on criteria including authenticity, innovation, consumer appeal, creative excellence, and sustainable production approaches.

National Manager CulturalConnect at SBS, Kate Young, said: "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.

"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."

Entrants to the challenge were required to submit a 30-second television script idea, accompanied by a rationale for how it would normalise sustainable practices. The central themes explored by the shortlisted candidates include superannuation investments, food waste, electric vehicles, and seaweed farming.

"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," said Young.

A winner ill be announced later in the year.