”’Life. Be in it. ” ‘Started as an Australian government program and an advertising campaign encouraging people to be more active and participate in recreational sports or other physical activities. The program began in 1975 with the state government of Victoria, the original idea of Brian Dixon, former Australian footballer and then Minister of Youth, Sports and Recreation. One of their first programs was to convince New Games co-founder Pat Farrington to provide five vans and 25 volunteers to drive around the rural townships of Victoria, teaching people to play games (New Games Book: p22) In 1977, the federal government expanded the program nationally. The campaign was also broadcast in the United States on local television stations during the 1970s and 1980s. Television commercials for the program are cartoons featuring people doing a wide range of activities, with a catchy melody “Be here today, live more of your life”. The main character is Norm, a middle-aged man with a prominent beer belly, supposed to represent a “normal” Australian type. Norm’s idea and advertising came from Phillip Adams and Alex Stitt; Stitt drew all the drawings. In the original series of television commercials, Norm was voiced by Max Gillies. In the 2000 recovery, the voice was provided by Dr. Colin Benjamin. The campaign was a huge success in terms of recognition, in 1979 about 83% and in 1982 about 94%. The recognition remains high at 85%. Federal funding ended in 1981, shifted to elite programs.
The program became an Australian company, and continued for some time to work with other groups such as the National Heart Foundation of Australia, before going into hibernation. The brand is now in the care of life. Be in it. International Pty Ltd and is managed in each state by associations or companies. Some receive government grants to deliver specific programs, but none is a government program. The program continues to be active throughout Australia and continues to involve Australians in activities in each state and territory. Programs include games of life, corporate mug, walking activities etc. and in South Australia and Victoria, life. Be in it ‘Sport for all centers offer indoor social sports competitions for children and adults. The original music of the campaign was created by Peter Best.