| Life. Be In It. |
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The program began in 1975 with the Victorian State Government , the brainchild of Brian Dixon the Minister for Youth, Sport and Recreation and a former Australian Rules Football er. In 1977 the federal government took it national. Federal funding ended in 1984 , redirected towards elite programs. Life Be In It continued for a time working with other groups like the National Heart Foundation , before going into hibernation. In 2000 the program was revived, with new government funding, as a strategy against Obesity . Australia's national adult obesity rate at that time was reckoned as second only to the USA . The Television Advertisements for the program are cartoons featuring people doing a wide range of activities, with a catchy tune "Be in it today, live more of your life". The main character is Norm, a middle aged man with a prominent Beer Belly , meant to represent a "normal" Australian Bloke . The idea for Norm and the advertising came from Philip Adams and Alex Stitt , Stitt drew all the cartoons. The campaign was an enormous success in terms of recognition, by 1979 about 83% and by 1982 about 94%. Recognition remained high even while the program was dormant. REFERENCES
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