21 Oct 2014 - 10:32 AM  UPDATED 21 Oct 2014 - 10:46 AM

21st July 1972: Australian politician, Gough Whitlam with singer Little Pattie, wearing t-shirts announcing 'It's Time', for his Labor election campaign. (Graeme Fletcher/Getty)

'It's Time' was the slogan adopted by the Labor Party throughout the 1972 election campaign.

Through posters, badges, bumper stickers, TV advertisements and banners, the campaign was intended to seize the public mood for change and renewal after 23 years of conservative government.

The famous 'It's Time' TV commercial, shown below, was sung by Alison McCallum and featured prominent Australians such as Molly Meldrum, Bert Newton, Jack Thompson and Noeline Brown.