Norm, the fondly remembered cartoon star of the 'Life. Be In It’ physical activity campaign of the 1970s and 1980s, has made a return to Australia’s television screens in recent weeks thanks to the nation’s major television networks showing a series of advertisements during shoulder periods when they have broadcast space.
Reviving the former campaign that first appeared in 1975 and ran through the 1980s, the new series of advertisements are again trying to persuade viewers to get more out of life by being active.
Featuring cartoon characters, including middle-aged TV addict ‘Norm’, the revival of the promotion, re-issued in widescreen HD, has been spurred by a range of research showing that the pandemic has had an alarming impact on the health of Australians.
The new campaign recreates the vintage TV ads, originally envisioned by Phillip Adams and created by artist Alex Stitt back in 1975, and first funded by the Victorian Government. It is widely considered as the most effective health initiative ever in Australia, promoting the simplest messages (like get up off the couch and get active) without preaching or being accusatory.
With the campaign going national in 1978, Federal Government funding ceased in 1981.
Since then, the brand has operated as a registered charity, aiming to have a positive influence in five key spheres - health, sport and recreation, work, education and community.
With Roy Morgan, one of Australia’s leading market research companies, having undertaken a range of research on the behaviour of the population over recent years, conducting over a quarter of a million in-depth interviews with Australians since 2017, it found that lockdowns had a negative impact on Australians’ choices in terms of food and exercise resulting in a decline in overall health and well-being.
As a result, Roy Morgan has agreed to partner Life. Be In It to provide a new index to track Australians’ health - The Life Be In It Wellness Index™.
Explaining the market research company’s commitment, Roy Morgan Chief Executive, Michele Levine stated “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.”
Levine has also agreed to Co-Chair Life. Be In It with the existing Chairman, Dr Colin Benjamin.
AUSactive Chief Executive Barrie Elvish has long advocated for the Federal Government to back a new Life. Be In It-style campaign.
While TV advertisements returned as of New Year’s Day, the campaign has no governmental backing so offers few opportunities for the message to be followed up.
Click here to view the ads, re-issued in widescreen HD and sent to all the major TV networks, on YouTube.
For further information visit LifeBeInIt.org
About the author
Nigel Benton
Co-founder/Publisher, Australasian Leisure Management
Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.
With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.
Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.
In addition to publishing, Nigel speaks on marketing communications at a range of industry events.
He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).
In 2020, he launched the new Asian Leisure Business website.
As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.
Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.
His philosophy on life is to be kind to all and to indulge those that you love.
His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.
Click here to connect with him via LinkedIn.
Read more from this author
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