It's Time (New Zealand campaign)

It's Time was a successful political campaign run by the New Zealand Labour Party under Norman Kirk at the 1972 general election.

The campaign was ultimately successful and marked the first time Labour was in government since losing the 1960 election to the National Party.

[2] With an accompanying song for television adverts, Kirk was relatively sceptical of the phrase initially.

However, Kirk warmed to the idea upon recalling his lack of enthusiasm for Labour's 1969 campaign advert "Make Things Happen", which performed better than expected.

It promoted on a growing need for political and economic change after 12 years of National Party government.