It's Time was a successful political campaign run by the Australian Labor Party (ALP) under Gough Whitlam at the 1972 election in Australia. Campaigning on the perceived need for change after 23 years of conservative (Liberal Party of Australia) government, Labor put forward a raft of major policy proposals, accompanied by a television advertising campaign of prominent celebrities singing a jingle entitled "It's Time". It was ultimately successful, as Labor picked up eight seats and won a majority. This was the first time Labor had been in government since it lost the 1949 election to the Liberal Party.

The campaign concentrated heavily on the mistakes made by the prime minister of the day, William McMahon, with a special focus given to the areas of the national economy, health care, city planning and the Vietnam War, as well as Whitlam's ideas for governmental reform.

Whitlam put forward an economic plan as part of his It's Time speech that advocated strong, productive relationships between the public, industry and employees. He contended that only if strong economic growth was maintained, would policies in other areas be feasible. A restoration of genuine full employment along with a projected 6-7% growth of industry were predicted. He argued that his government need not increase taxation to achieve its goals.