For more than forty years, ‘Life. Be in it.' has been offering active, fun and creative experiences that encourage people to "Live More Of Your Life’, ‘Enjoy Life’  and to ‘Be More Active’.

It’s mission was to promote the reduction and prevention of chronic disease and thereby improve the physical and emotional well-being of all Australians.

The original campaign raised awareness, involvement and motivation to change patterns of behaviour through advertising, public relations and non-threatening highly-motivational  information.

The impact of the programme not only achieved an extremely high level of awareness of recreational activities nationally and internationally, but also increased the community's involvement in them.

 ‘Life. Be in it.’ has continued to develop and deliver a range of successful programmes, activities and services across the fields of education, health, nutrition, fitness, sports, the arts and leisure generally.