Media Release

11 November 2018

Guy: Liberal Nationals to invest $60m in Life. Be in it.

Sunday 11 November 2018

Liberal Nationals to invest $60m in Life. Be in it.

The Life. Be in it. campaign was one of the most widely recognised healthy lifestyle messages on Australian television.

That’s why a Liberal Nationals government will invest $60 million over five years in a revitalised Life. Be in it. campaign to promote positive health and wellbeing for all Victorians.

In Victoria 29% of children are obese or overweight (340,000) and 64% of adults (3 million), 95% of adults do not eat enough fruit and vegetables and less than half of Victorian adults participate in sufficient physical activity. [1]

Lack of physical exercise, poor nutrition and excessive weight are all significant risk factors for many chronic diseases, including diabetes, heart disease, kidney and lung disease, cancer and stroke.

Victorians know that prevention is better, and cheaper than a cure.

That’s why a Liberal Nationals Government will put in place a much needed positive health promotion campaign incorporating the iconic Norm and ‘Life. Be in it.’ brands.

Many chronic diseases are preventable but with no comprehensive preventative health strategy to tackle them, Victoria is facing a losing the battle against these serious risks to people’s health.

Life. Be in it. will include a state-wide media and social media campaign as well as targeted grass-roots, evidence based, initiatives driving positive change in multiple settings including people’s workplaces, schools and childcare centres and local councils and communities.

Long term, sustained health campaigns are needed to change the habits of a generation. QUIT, the anti-smoking campaign, for example, has been running for 33 years with enormous success.

This is why the Liberal Nationals are making this ongoing, long term promise to help empower families to make the best, informed decisions for their own health and that of their family.

The Liberal Nationals have a plan to decentralise Victoria’s population and take the pressure off Melbourne’s roads and transport. That means less time travelling and more time for rest, recreation and exercise. But as that process of decentralisation takes place, we have no time to lose in working to support, encourage and motivate Victorian families to keep active and healthy.

A steering committee will be formed to direct the implementation of the campaign and include representatives from the health sector, community and business groups, all levels of government and schools.

Comments attributable to Leader of the Liberal Party, Matthew Guy:

“Life. Be in it. was a great campaign from a lot of Victorians’ childhood. And it made a real difference. We’ll bring back Norm and encourage people to get moving again.

It’s never been harder to find the time to exercise and keep fit. Melbourne’s out of control population growth means we are spending more time stuck in traffic congestion and less time for rest and recreation.”

Comments attributable to Shadow Minister for Health, Mary Wooldridge:

“A Liberal Nationals Government will help families to be active and healthy by rebooting Life. Be in it.

Life. Be in it. is one of the most widely recognised positive lifestyle messages in Australia and encourages everyone “to be more active” and “live more of your life”.”