Life. Be in it. began in 1975 with the Victorian government, the brainchild of Brian Dixon, former Australian Rules footballer and then Minister for Youth, Sport and Recreation. One of their early programs was to bring over Pat Farrington, a co-founder of the New Games initiative from California, supplying her with five vans and 25 volunteers to drive around rural townships in Victoria, teaching people how to play games.
A Successful Campaign
The campaign was an enormous success in terms of recognition, by 1979 about 83% and by 1982 about 94% of all Australians regarded it as a ‘brand of quality’. Today recognition remains at approximately 85%.
In 1977 the federal government expanded the program nationally. The campaign also aired in the United States on local television stations during the 1970s and 1980s.
End of an Era
Federal funding ended in 1981, redirected towards elite programs. The program became an Australia company and continued for a time working with other groups like the National Heart Foundation of Australia before going into hibernation.
Life. Be in it. Today
Today Life. Be in it. Australia is the DGR Charity authorised as a tax-deductible health promotion charity that conducts programs for everyone from toddlers taking part in ‘Family Fun Days’, to older children playing ‘Life Games’ to introducing ‘Loving Opera’ to seniors in nursing homes.
Understanding Our Processes
Life. Be in it. is now a privatised organisation. The brand holder is Life. Be in it. Australia Ltd (a not for profit organisation) with Life. Be in it. International Pty Ltd holding the global license for brand protection, endorsement and licensing basis. Programs run by Life. Be in it. are on a user pays and strictly-fee-for-service basis plus donations from the public.
The Life. Be in it. social marketing campaign is used throughout Australia to encourage local communities to participate in recreational activities.
The Life. Be in it. model is conceived as a vehicle for Australian’s to identify with and shape their current and future recreational activities through opportunities to make Australia fitter, healthier and happier.
Life. Be in it. provides a framework to generate increased activity levels (community and family-based, rather than elite sport) leading to increased sport for all activities and reduced national health costs through increased participation.
Life. Be in it. enables our society to actively engage through local communities using safe, smart and successful, targeted offers and to appeal to people who know the brand to “Live More of their Life”. Obesity and health challenges facing our society are seen in the wider context of the prevention of chronic diseases.