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National Museum of Australia

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Life. Be in it poster: Every little bit helps!

2011.0009.0013

Life. Be in it poster: Every little bit helps!

Object information

Physical description

A colour printed poster featuring a cartoon illustration of a woman in a white t-shirt with 'Aunty Ivy' printed across the front of it. The women in the poster is holding a spade over her head in a garden. At the top of the poster there are two logos for 'LANDCARE / AUSTRALIA' and 'National Mutual' followed by the text 'Every little bit helps!'. Further text at the bottom of the poster reads 'Life. Be in it.' with a 'BANKSIA', 'Australian / Conservation / Foundation' and 'WORLD/ AWARENESS/FOUNDATION!' logo.

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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