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The New Norm

In the style of the 'Life. Be in it' ad which featured a man called 'Norm'. 'The New Norm' is sitting on an armchair with a mask on, text reads: 'Life. Be inside.'

Golding’s uneasy take on Norm, the anti-hero from the 1970s ‘Life. Be in it’ health campaign, was in response to the hazardous bushfire smoke blanketing many Australian cities and towns over the summer. The ‘new normal’ of mask-wearing and staying inside proved to be uncomfortably prophetic of the impact the coronavirus would have just a few months later.