Good Gravy takes St John’s independence story beyond the front door

AUCKLAND, Today: Hato Hone St John is putting independence front and centre again, with a new campaign for its Out & About mobile alarm aimed squarely at the families of older Kiwis.

The new TVC went to air on Sunday 16 August, speaking to adult children whose parents are fiercely independent, perfectly capable — and generally not interested in anyone making a fuss.

Good Gravy first teamed up with St John Medical Alarms in December 2022 for Better Than Fine, a campaign built around the Home Medical Alarm that struck a chord with Kiwi audiences.

Nearly four years later, the Auckland indie is back with the next chapter, this time bringing in production house Eyes and Ears to help take the story beyond the front door.

The campaign keeps ageing firmly in a positive frame, focusing on older New Zealanders getting on with life, heading out and doing the things they enjoy.

Creative director Scott Kelly developed the script and idea, while director Lee Parker-Stapleton shaped the on-screen world around it. At the centre is ‘Dad’ — familiar territory for anyone with a parent who insists they’re fine and would quite like everyone else to stop worrying.

Last time he was fine at home. This time, he’s heading out, with the Out & About mobile alarm sitting alongside the keys, wallet and phone as part of his everyday routine.

The idea is simple: independence doesn’t stop at the front door.

Better Than Fine gave us a dad who was fine at home. The idea this time was simple: show how life doesn’t stop at the front door.” – Scott Kelly, Creative Director, Good Gravy

The mobile alarm gives users confidence to keep doing what they love, while giving family and whānau reassurance that expert help is available 24/7 at the press of a button.

Nick Coley, General Manager – Telecare, Hato Hone St John says, “Out & About challenges perceptions of what a mobile alarm is and who it’s for. If a medical alarm is the ideal solution for peace of mind at home, a mobile alarm brings that same reassurance into everyday life.

Through this campaign, we wanted to show that mobile alarms aren’t just for emergencies, they’re a practical, everyday companion that helps people stay independent, active, and confident wherever they go. Just as importantly, they provide reassurance for family and whānau, knowing that support is always there when needed.”

Scott Kelly, Creative Director, Good Gravy says, “Better Than Fine gave us a dad who was fine at home. The idea this time was simple: show how life doesn’t stop at the front door.

“When the alarm sits in the bowl with the keys, wallet and phone, it shifts the perception from being a medical alarm to being part of everyday life. And it was a joy to shoot an everyday Kiwi dad, his daughter and a much-loved Kiwi dog.”

Lina Montero Soto, Owner and Strategy and Communications Lead, Good Gravy added, “Good Gravy is really proud of this second TVC for Hato Hone St John Telecare.

“We put together a bespoke team of thinkers and makers who truly understand the audience and have real empathy for them. We have championed the strategic insights first developed back in 2022, and the adult children at the heart of them, every step of the way.”

CREDITS

Client: Hato Hone St John Telecare
Clients: Nick Coley, Robyn Rowley, Kwan-Lyn Lim, Sherilyn Knowles, Shareen Smith, Natalie Davis, Pete Loveridge

Agency: Good Gravy
Owner and Strategy and Communications Lead: Lina Montero Soto
Creative Director: Scott Kelly
Art Director: Robert Chapman
Account Service Lead: Jo Davenport

Production House: Eyes and Ears
Director: Lee Parker-Stapleton
Executive Producer and Head of Production: Holly Pollock
DOP: Will Prosor
Casting: 322 Casting
Post Production: Eyes and Ears
Editor: Robert Farrell
Audio Post: Envy

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