Life. Be in it

Australia, 1976

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Phillip Adams conceived and developed the “Life Be In It” advertising campaign aimed at encouraging the community to become more involved in physical activity and recreation. Includes examples of television commercials featuring characters such as Norm, the average all-round armchair sportsman.

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Collection

In ACMI's collection

Credits

production company

Victorian Department of Youth, Sport and Recreation

Duration

00:20:05:00

Production places

Australia

Production dates

1976

Collection metadata

ACMI Identifier

322070

Language

English

Subject categories

Advertising, Film, Journalism, Mass Media & TV → Advertising

Advertising, Film, Journalism, Mass Media & TV → Television

Advertising, Film, Journalism, Mass Media & TV → Television advertising

Economics, Philosophy, Politics, Religion & Sociology → Advertising

Economics, Philosophy, Politics, Religion & Sociology → Australia - Social conditions

Economics, Philosophy, Politics, Religion & Sociology → Community education

Economics, Philosophy, Politics, Religion & Sociology → Leisure - Australia

Educational & Instructional

Educational & Instructional → Instructional

Food, Health, Lifestyle, Medicine, Psychology & Safety → Community health

Food, Health, Lifestyle, Medicine, Psychology & Safety → Health education

Food, Health, Lifestyle, Medicine, Psychology & Safety → Physical fitness

Food, Health, Lifestyle, Medicine, Psychology & Safety → Public health - Australia

Food, Health, Lifestyle, Medicine, Psychology & Safety → Self-care - Health

Hobbies, Recreation & Sport → Leisure - Australia

Hobbies, Recreation & Sport → Recreation

Television

Sound/audio

Sound

Colour

Holdings

16mm film; Access Print (Section 1)

Please note: this archive is an ongoing body of work. Sometimes the credit information (director, year etc) isn’t available so these fields may be left blank; we are progressively filling these in with further research.

Cite this work on Wikipedia

If you would like to cite this item, please use the following template: {{cite web |url=https://acmi.net.au/works/69657--life-be-in-it/ |title=Life. Be in it |author=Australian Centre for the Moving Image |access-date=13 July 2025 |publisher=Australian Centre for the Moving Image}}