From the Archives, 1977: Victoria's "Life. Be In It" campaign goes national
First published in The Age on September 10, 1977
Bewdy Norm, you’re national
Victoria is not big enough for barrel-bellied Norm, the all-round sportsman.
So Norm is going to spread his considerable talent as the star of the “Life. Be In It” cartoon commercials across the nation.
Recreation Ministers from all States, Territories and the Federal Government yesterday flew to Sydney to toast his success.
The “Life. Be In It” programme will go national in November.
Norm will be “fed” with $600,000 a year for three years by Canberra, including $121,000 toward Victorian expenses.
"Life. Be In It" is a low-key State Government campaign aimed at nudging people into at least some gentle exercise.
The State Minister for Youth, Sport and Recreation, Mr. Dixon, said Victoria would continue to allocate $200,000 a year towards its programme.
“For the second consecutive year the programme in Victoria has been successful in both awareness and encouragement of physical activity,” he said.
Mr. Dixon said the “remarkable” success of the programme in Victoria had been a major factor in convincing other States to follow.
Mr. Dixon said a recent survey showed 97 per cent of Victorians were aware of “Life. Be In It”, 47 per cent were thinking about becoming more active and 35 per cent had become more active.
“Its informal, low-key approach has been successful in motivating people to become involved in a healthier, more active way of life,” he said.