Hato Hone St John, Out & About

We all know someone like Dad. Last time he insisted he was fine at home. This time he's out the door, living life on his terms. Out & About, for Hato Hone St John Telecare, continues the commitment to the independence of older New Zealanders, presenting ageing in a positive lens and celebrating how older Kiwis enjoy getting out and about.

The insight, named and championed since 2022: older New Zealanders don't particularly want a fuss made over them. It's their adult children, the generation trying to do it all, who worry anyway. So the campaign speaks to the kids, with warmth, never fear.

The behaviour change craft is in the everyday. The Out & About mobile alarm is part of Dad's routine, always with him when he heads out the door, in the bowl with the keys, wallet and phone, anchored to a habit that already exists. That shifts the perception from being a medical alarm to being part of everyday life: not just for emergencies, a practical everyday companion that helps people stay independent, active and confident wherever they go, with reassurance for family and whānau that expert care is available 24/7 at the press of a button.

A bespoke team of thinkers and makers curated for the job, with Auckland production house Eyes and Ears bringing it to life. Independence is the whole story, and the trade press led with the insight, not the product.