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National Museum of Australia

Where our stories come alive

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4

Life. Be in it. World Cricket T-shirt

2011.0009.0002

Life. Be in it. World Cricket T-shirt

Object information

Physical description

A yellow cotton t-shirt with a round collar. The t-shirt has a coloured print design on the front of a cartoon character holding a can. There is also text on the front of the t-shirt that is purple and black in colour that reads 'World Cricket / I?m here / till stumps! / Life. Be in it TM / A LICENSED PRODUCT OF FITWEAR LDT. '

Statement of significance

The Alex and Paddy Stitt collection comprises a number of objects relating to the Life. Be In It public health campaign of the late 1970s and 1980s. In the collection are one T-shirt bearing the Life. Be In It logo, worn by Alex Stitt, the animator of the original Life. Be In It campaign, T-shirt bearing the Life. Be In It logo, produced in association with World Cricket series, three original Norm comic strips, drawn by Alex Stitt, six Life. Be In It posters promoting exercise and a healthy life, one Life. Be In It book describing games to play, one Life. Be In It book titled 'Walkies' detailing walks in Victoria where pets can be taken.

The Life. Be In It public health campaign was initiated by the Victorian state government in 1975 and then taken up by the Federal government in 1978 and introduced throughout Australia. Life. Be In It aimed to educate the Australian public about exercise in a fun and non-threatening manner, making it part of everyday routine. The campaign was developed by the advertising group Monahan Dayman Adams and promoted through community announcements on television, cartoons in newspapers and also through community groups. Life. Be In It achieved a 94% recognition rate in 1984 and represents an important collaboration between government an advertising in creating awareness about the importance of public health.

Object information

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