SBS Upfronts 2027: SBS and The Guardian expand Sustainability Challenge – SBS Media and Guardian Australia have joined forces to expand the SBS Media Sustainability Challenge for 2027, with the joint initiative offering $700,000 in advertising inventory.
The 2027 initiative will be the third year of the SBS Media Sustainability Challenge. It is designed to encourage brands to normalise sustainable behaviour and promote better environmental practices for Australian consumers.
As part of SBS Upfronts 2027, the announcement broadens SBS’s commercial story beyond programming and audience reach. It also connects the broadcaster’s advertiser pitch with climate, behaviour change and practical sustainability campaigns.
A Bigger 2027 Prize
SBS and Guardian Australia will offer an expanded pool of advertising inventory across television and digital to the winning campaign. The winner will be chosen by a jury of industry professionals.
SBS CulturalConnect National Manager Kate Young said the challenge was created to make sustainability more visible, relatable and actionable for Australians. The Guardian’s involvement increases the scale of the initiative for 2027.
Guardian Australia Commercial Partnerships Director Danika Johnston said creativity will be important in both marketing and reducing the industry’s carbon footprint.
MobileMuster and FrogID Recognised
The announcement follows MobileMuster being named the overall winner of the 2026 SBS Media Sustainability Challenge. Its campaign focused on the millions of unused mobile phones sitting in Australian homes and encouraged people to recycle them.
The judging panel also recognised the Australian Museum’s FrogID app as highly commended. SBS said the initiative stood out for its innovation and contribution to environmental outcomes.
The next Sustainability Challenge will open in February 2027. SBS says it will call for brands to take part in the expanded initiative.
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