The Case for a National Physical Activity Campaign
AUSactive CEO Barrie Elvish has highlighted the urgent need for a national public awareness campaign to encourage Australians to be more active and reduce strain on the healthcare system.
Despite decades of high healthcare spending on hospitals and treatments, the federal budget continues to underinvest in preventive health measures. “To alleviate pressure on the health system, we must prioritise prevention over treatment,” said Mr Elvish.
A modern-day version of the iconic 1970s “Life. Be in it.” campaign – featuring the cartoon character Norm – could inspire Australians to move more, helping tackle the nation’s obesity and chronic disease crisis.
Why Physical Activity Is Critical
Current statistics show:
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Fewer than 25% of children meet daily physical activity guidelines.
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Australian teenagers rank 140th out of 146 countries for activity levels.
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66% of adults live overweight or with obesity.
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One in five Australians experienced a mental disorder in the past year.
The lack of physical activity also impacts workplaces, contributing to low morale, absenteeism, presenteeism, and reduced productivity. Harvard University research shows that workplace fitness programs and gym memberships improve cognitive function, sleep, morale, and employee performance.
Government Spending on Preventive Health
Despite a target to allocate 5% of the federal budget to preventive health by 2030, current spending is less than 1.5%, compared with an OECD average of 2.8%.
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Supply-side health spending: nearly $10,000 per person per year
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Demand-side preventive spending: $130 per person per year
Every dollar invested in prevention saves an estimated $14.30 in healthcare costs, underscoring the economic benefits of a national campaign.
Proposed Cost and Funding Sources
A modern “Norm”-style campaign could be executed cost-effectively, depending on duration, media platforms, and government reach. AUSactive suggests a budget under $200 million, potentially offset by revising the temporary freeze on beer excise indexation, which contributes to obesity-related health costs.
AUSactive’s Call to Action
“Encouraging Australians to move more is not just about fitness—it’s about reducing healthcare strain, improving wellbeing, and creating a productive workforce,” said Barrie Elvish.
AUSactive continues to advocate for preventive health initiatives, exercise promotion, and evidence-based public health campaigns to ensure Australians lead healthier, longer lives.
For more insights on AUSactive’s preventive health initiatives, visit AUSactive Advocacy and Member Resources.
