Liberal Nationals pledge to bring back Norm

FAMOUS advertising character Norm will be back as part of a revived “Life. Be In It” campaign if the Liberal Nationals win the coming state election.

Last week, Shadow Minister for Health Mary Wooldridge said it would introduce a positive health promotion campaign incorporating the “Life. Be In It” campaign from the 1970s and 1980s, which encouraged the Australian population “to be more active” and “live more of your life”.

The initiative began in 1975 under Brian Dixon who was then Victorian Minister for Youth, Sport and Recreation.

In 1977 the federal government expanded the program nationally with television advertisements featuring the animated characters participating in activities.

The Liberal Nationals argue that Norm and ‘Life. Be in it.’ are “great and enduring brands that still have high levels of recognition, and rather than reinvent the wheel and create an entirely new brand, it makes sense to update and revitalise these iconic characters”.

The new long-term health promotion campaign would also incorporate the lessons of the successful Healthy Together Victoria initiative.

“Life. Be in it. was iconic in the ‘70s and ‘80s and we will revitalise Norm and his family to make sure all Victorians get the message about the benefits of leading a fit and active life,” Ms Wooldridge said.

“There are so many pressures on families today, we want to help make sure that being active and healthy can be a priority as well.

With half of all adults and a third of all kids in Victoria overweight or obese, a comprehensive and sustained campaign to promote the benefits of being fit and healthy is desperately needed.”