Life. Be in it.

Following the loss of government funding in 1981, it became an independent charity and has intermittently run adverts on Australian and occasionally American television, featuring the animated character Norm.

[2] 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.

[1] The program began in 1975 with the Victorian state government, developed by the Monahan Dayman Adams advertising company,[3] underneath Brian Dixon, former Australian rules footballer and then Minister for Youth, Sport and Recreation.

[4] Following success in Victoria, Dixon claimed 35% of Victorians had become more active as a result of the campaign, the federal government funded and relaunched the program nationally in 1978.

[3] This new relaunch subtly redesigned to make the main character Norm more pathetic, due to concerns too many people had identified with him positively.