Today Life Be In It™, a registered Australian charity, has the 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 to provide research and 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
Life Be In It was created in 1975 by Phillip Adams in response to a brief from Brian Dixon, Victorian Minister for Youth, Sport and Recreation, at the time.
But it was renowned artist, Alex Stitt who designed and illustrated Norm (as suggested by Philip Adams) and then the dozens of Life Be In It characters that became part of Australia’s most famous and popular community service campaign, achieving well over 90% recognition by all Australians.
The campaign also aired in the USA on various television stations during the 1970s and 1980s and is still well and fondly remembered there and in many parts of the world.
Life Be In It is still active throughout Australia with programs including Life Games, Corporate Cup and a variety of Walking activities.
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.
BORN IN THE 70s
Life Be In It was created in 1975 by Phillip Adams in response to a brief from Brian Dixon, Victorian Minister for Youth, Sport and Recreation, at the time.
But it was renowned artist, Alex Stitt who designed and illustrated Norm (as suggested by Philip Adams) and then the dozens of Life Be In It characters that became part of Australia’s most famous and popular community service campaign, achieving well over 90% recognition by all Australians.
The campaign also aired in the USA on various television stations during the 1970s and 1980s and is still well and fondly remembered there and in many parts of the world.
Life Be In It is still active throughout Australia with programs including Life Games, Corporate Cup and a variety of Walking activities.
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.
Today Life Be In It™, a registered Australian charity, has the 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 to provide research and 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
Board of Directors
Michele Levine: Chair
Dr Colin Benjamin OAM: Co-Chair (Director General of Life Be In It)
Paul Bitetto: Director and COO
Dr Jane Shelton: Director and CFO
Joanna Moss: CEO
Andrew Wong: Director (Previous Chairperson)
Stephen Dimsey: Director and National Manager
Key People
Marcus Tarrant: CMO
Joanna Lowery: Partner and Program Manager
Andrea Mandalis: Thro IT Webmaster
Marita D’Amico: Driven Outcomes Designer
Steve Allen: Pearman Media Launch Media Partner
Foundation Partner
Roy Morgan, Australia’s longest established and most trusted research organisation, is the Foundation Partner in the rejuvenation of this important community health initiative.
‘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.