Live Tall’s sponsors and supporters hope the concept will be picked up and developed throughout the region.

“Live Tall is both a challenge and a recognition,” Mr Moore says. “It’s for the proud parent as much as the movers and shakers. It is for the young and the old, the able and the not so able.

“It is purely for people and what they make of the raw material of their lives. Live Tall is a call to arms in the battle to claim our own sense of self and to work toward a picture of ourselves that is optimistic, honest and truly democratic. Live Tall starts here today.”

The Charter says Live Tall is an attitude change that, “encourages confidence and uniqueness across all types of personal, vocational and community activities at all levels of ability in our region.

“In doing so it supports initiative, acknowledges and celebrates the journey and encourages a Live Tall attitude, pride and spirit.”

Live Tall is about encouraging everyone to have a go, be self-motivated and confident. It supports excellence, innovation and persistence. It values change and the learning that comes from trying and failing.

“We need to be prepared as a people to both celebrate and respect those amongst us who are living up to their potential. All of them,” he says.

The thinking behind the Live Tall promotion is that it should be all inclusive. At the launch eight categories have been put forward – art and culture, business, community, education, health, heritage, me and sport.

Launched at the Christchurch Netball Centre on Thursday (21 February) afternoon, the Mayor will unveil the Live Tall logo and encourage Canterbury people, organisations and groups to adopt the charter and start celebrating the people who exemplify its ideals.

Live Tall already has many sponsors and supporters. The logo design was created by Nick Hawes of Yellow Pencil Advertising and the printing of promotional material has been done by Wickliffe Ltd. The Christchurch City Council has provided some administrative support and paid for the printing of street banners.

A new website -- at www.livetall.org.nz -- will be built by the Christchurch City Council to let people know how they can get involved and as a place where Canterbury people and the things they are doing can be profiled.

Garry Moore will launch Live Tall and unveil the logo and street banners at the Christchurch Netball Centre in South Hagley Park (off Hagley Avenue) from 3pm this afternoon (21 February).

This 20-year-old Kaiapoi Kiwi is naturally modest. "You know, I don’t like to talk myself up but, yes, it’s nice to be recognised and seen as maybe a model for other people," she says. Sport is Vicki’s passion. She first played rugby league at six and from day one was helping cover the cost of her sport by doing circulars. Now, she plays rugby league and union, touch rugby and basketball and competes in athletics. She has been a Canterbury age group representative in all but basketball and at 17 was selected in the national women’s senior league squad.

This year Vicki is saving for university, putting in 11-hour days at the Warehouse in Barrington Mall. Her goal is to specialise in sports science. She is happy to speak about herself and her boss says she can take calls at work to support Live Tall.

Phone 337-4427 (work) or 327-7740 (home)

Venison hunter, horn player and hard case, Bernie Shapiro says perseverance pays off. Now associate principal of the Christchurch Symphony’s horn section, Bernie keeps his hand in at other skills. He has just returned to the city from a venison-hunting trip to Craigieburn, carrying the meat out on foot for the landowner.

"I lived all over the show - Wellington, Hawkes Bay, Invercargill, Gore, Wanaka and Melbourne. I always wanted to make my living as a musician but it took time." He came back from Australia when his mother died, leaving him a hefty debt which he set about paying off. He worked in Central Otago as a rabbit culler, laid driveways, and played for the Symphony on a seasonal basis.

"I got the debt paid off and got a more secure job with the orchestra. Things are going well."