‘Life. Be in it.’ Australia Limited is a Company with a unique history arising from the outstanding success of its social marketing achievements in promoting an active, healthy lifestyle.
In 1977 the Federal Government expanded the program nationally and funds were provided for a social marketing media campaign after originally being created by the Victorian Govenment under the Hon Brian Dixon in 1975.
The television advertisements for the program are cartoons featuring people doing a wide range of activities, with a catchy tune "Be in it today, live more of your life". The main character is 'Norm', a middle aged man with a prominent beer belly, meant to represent a "normal" Australian bloke, but subsequent Company research lead to his withdrawal as it was found that 'Norm' was becoming a hero for those who were originally targeted to see him as the anti-hero that they should be ashamed of emulating.
Federal funding ended in the early 1980s, redirected towards elite sport winning gold medals and the establishment of the Australian Sports Commission. ‘Life. Be in it.’ Australia was supported by all Australian Governments (Federal, State and Territory) to become a Company limited by guarantee with a nominee of each Minister to continue its focus on the prevention of chronic disease through an active healthy lifestyles campaign but without any further government funding. The Company initially focused on the development of awareness through its key character - 'Norm’ and the ‘Life. Be in it.’ Family, working with other groups like the National Heart Foundation of Australia.