Life Be In It Today Is More Of Your Life

One of the most successful public education campaigns that I have ever seen would have to be the “Life Be In It’ series from the Australian Federal government.

Started in 1975 by the Victorian state government, the program was so successful that it was adopted by the Australian Federal Government in 1978, and then launched in all Australian states.

The aim of the program was to present recreational activity in a positive and non threatening way.

Aims of the campaign included an economic impact through improved fitness and reduced absenteeism which come from better health.

Other aims included reduced health costs due to the impact of health awareness, and enhanced lifestyles.

Central to the program was Norm, the ‘all round sportsman’ who was being constantly encouraged to get active!

In terms of recognition the campaign was a giant success, and by 1982 had a recognition rate of about 94%.

The rate remains high today, with about 85% of the population recognizing the campaign.

The ‘Life. Be in it.’ organization continues to be active today, and the campaign was relaunched in 2000.

Relevant Links and Sources:n Life, Be In It Wikipedia Life Be In It Relaunch