Gough Whitlam 'It's Time' campaign T-shirt, size: small, circa 1972. 'It's Time' was a successful political campaign run by the Australian Labor Party (Alp) under Gough Whitlam at the 1972 election. Campaigning on the perceived need for change after 23 years of conservative (Liberal-Country Party coalition) government. Labor put forward a raft of major policy proposals, accompanied by a television advertising campaign featuring prominent celebrities singing the very catchy jingle 'It's Time'. The result was a resounding victory that saw Labor in power for the first time since 1949.