State Liberal Member for Eildon Cindy McLeish has announced a Liberal Government will bring Norm and his family from ‘Life. Be in it.’ out of retirement to have a starring role in an exciting new Victorian Government positive health promotion campaign.
“It’s never been harder to find the time to exercise and keep fit. Victorians know that prevention is better, and cheaper than a cure.”
“That’s why a Liberal Government will put in place a much needed positive health promotion campaign incorporating the iconic Norm and ‘Life. Be in it.’ Brands,” McLeish said.
‘Life. Be in it’ is one of the most widely recognised positive lifestyle messages in Australia and encourages the broad population “to be more active” and “live more of your life”.
The initiative began in 1975 under Brian Dixon who was Victorian (Liberal) Minister for Youth, Sport and Recreation.
In 1977 the Federal Government expanded the program nationally with Television advertisements featuring animated characters participating in activities Norm and ‘Life. Be in it.’ are great and enduring brands that still have high levels of recognition.
“Rather than reinvent the wheel and create an entirely new brand it makes sense to update and revitalise these iconic characters.
“There are so many pressures on families today, we want to help make sure that being active and healthy can be a priority as well.
“With half of all adults and a third of all kids in Victoria overweight or obese, a comprehensive and sustained campaign to promote the benefits of being fit and healthy is desperately needed,” McLeish said.
Federal funding ended in 1981 and was redirected towards elite programs.
Life. Be In It became an Australia company, and continued for a time working with other groups like the National Heart Foundation of Australia, before going into hibernation.
The brand is now under the custodianship of Life. Be in it. International Pty Ltd and is managed in each state by associations or companies. Some are given government grants to run specific programs but none are government programs.
The original concept of ‘Life, be in it’ was created by Dr John Cooper and Oscar Scherl and was presented to Adam’s Packer (Melbourne Advertising Agency) in the early 1970’s.
The original theme music for the campaign was created by Peter Best.