Life Be In It campaign returns to Australian screens
One of Australia’s most well known TV campaigns, Life Be In It, has returned to Australian screens with a focus on health, sport and recreation, work, education and community.
The announcement:
A group of Norm’s closest friends have recreated the iconic original TV ads, originally envisioned by Phillip Adams and created by legendary artist, Alex Stitt in 1975.
The new versions are all in widescreen HD and carry the same gentle reminders to get up of the couch and exercise. All major networks have the new TV ads on hand. They are also accessible on YouTube.
The original campaign is still fondly remembered by almost all Aussies who remember the seventies which was largely funded by the Victorian Government. Considered possibly the most effective health initiative ever in Australia, the ads promoted the simplest messages (like get up off the couch and get active) without preaching or being accusatory in the least.
Michele Levine, CEO of Australia’s longest established and most trusted research organisation, Roy Morgan, has agreed to co-chair Life Be In It™ with the existing chairman, Dr Colin Benjamin OAM.
Roy Morgan, the foundation partner in the rejuvenation of this important community health initiative has announced a new index to track Australians’ health. ‘The Life Be In It Wellness Index’™. Roy Morgan data scientists have analysed over a quarter of a million in-depth interviews with Australians since 2007.
This exceptionally robust study shows that the lockdowns have had a negative impact on Australians’ choices in terms of food and exercise resulting in a decline in overall health and wellbeing.
Clearly, the time is right for a few friendly reminders and to support programs aimed at helping us become healthier and happier. It’s time to live more of your life.
Michele Levine says: “I have spent my 40 year career in research, essentially an independent ‘observer’ – systematically asking people questions, listening to what they say and seeking to understand and report people’s views faithfully to ensure decision makers are making the best possible evidence-based decisions.”
“I’m now delighted to be part of what I believe will be a powerful movement – to help us all live more of our lives and, in doing so, stave off so many of the ills of our modern lives – and have fun doing it.”
Life Be In It™, a registered Australian charity, has an overall aim of engendering health, hope and happiness for all Australians, with a strong focus on family, children, parents, and community.
The organisation intends to have a positive influence in five key spheres – health, sport and recreation, work, education & community.
Life Be In It aims provide or support programs to:
* Reduce chronic illness and improve health
* Increase engagement in, and enjoyment of, sport and recreational activities
* Reduce long term and intergenerational unemployment
* Improve overall education outcomes
* Engage and empower communities‘Norm’ and many endearing characters of Life Be In It hit our screens from New Year’s Day, thanks to the generosity of all major Australian television networks who have enthusiastically embraced the relaunch campaign.
Source: Roy Morgan
