Life. Be in it.

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Life-Be In It

Life. Be in it. is a health and physical activity promotion program that originated in Australia in the 1970s. The campaign was designed to encourage people of all ages to be more active and participate in recreational activities to improve their health and wellbeing. The slogan "Life. Be in it." quickly became recognizable across Australia, symbolizing a movement towards a more active and healthy lifestyle.

History

The "Life. Be in it." campaign was launched in the early 1970s as a response to growing concerns about the sedentary lifestyle of Australians and its impact on public health. The initiative was spearheaded by the Australian Government in collaboration with various health organizations and community groups. The campaign featured a character named Norm, a cartoon figure who epitomized the average Australian's sedentary lifestyle. Norm was often depicted in humorous situations that highlighted the importance of regular physical activity and participating in sports or recreational activities.

Objectives

The primary objectives of the "Life. Be in it." campaign were to:

• Increase awareness of the health benefits of regular physical activity.
• Encourage Australians to participate in sports and recreational activities.
• Reduce the prevalence of lifestyle-related diseases such as obesity, heart disease, and type 2 diabetes.
• Promote a positive message about the joy and social benefits of being active.

Impact

The "Life. Be in it." campaign had a significant impact on Australian society. It was one of the first public health campaigns to use humor and a relatable character to convey its message, making it both memorable and effective. The campaign led to increased participation in physical and recreational activities across the country. It also inspired similar health promotion campaigns in other countries, highlighting its success in raising awareness about the importance of an active lifestyle.

Legacy

Today, "Life. Be in it." remains an iconic slogan in Australia, representing the ongoing effort to promote health and wellbeing through active living. The campaign has evolved over the years to address the changing health challenges facing Australians. It continues to advocate for physical activity and healthy living through various programs and initiatives aimed at people of all ages.

See Also

• Physical fitness
• Public health
• Obesity in Australia
• Health promotion