As a fitting tribute to those who died in times of war, the message needed to be for every New Zealander to resolve to improve the life of their neighbour.
"It is not good enough just to turn out at a dawn service, poppies pinned on and medals clanking. That is the shadow," he said.
"The substance is in asking ourselves if we now have a better society - decent, caring and safe, a place to live in peace and dignity? If not, then we only have ourselves to blame. For this is not a matter for government or their agencies.
"Society is moulded by our individual conduct and attitudes as citizens, by our example in the way we live and by the way we treat our neighbours."
It was dawn on the same day 97 years ago when New Zealand and Australian troops joined the assault on Turkey at Gallipoli when four in five Kiwi soldiers became casualties and one in four was killed, he said.
"It was an awful event which had no success and eventually resulted in complete withdrawal. You wouldn't even call it a glorious defeat. It was ignominious."
Mr Gordon said people should remember "the three Rs" on Anzac Day - remember our war dead and all who suffered from war; reflect on what their deaths and disabilities achieved; and resolve to do something to show their sacrifices have not been in vain.
Following yesterday's dawn ceremony, more than 1000 people, including scouts, girl guides, school children and army cadets, took part in a parade to lay wreaths at the cenotaph in the Government Gardens and attend the Rotorua Civic Memorial Service in the Convention Centre. Those who could not fit into the main auditorium were seated in the banquet room, watching the service on screens.
Crispian Stewart and his children, Lexie, 9, Cohen, 7, and Sadie, 4, carried a photograph of their great-grandfather Morton Stewart and his war medals as they took part in the commemoration service and parade.
Mr Stewart senior died three months after the war ended from polio, leaving behind a wife and 3-month-old son - Crispian Stewart's father. Crispian Stewart has been taking his children to Anzac Day commemorations for the past three years.
"Just to make sure they are aware what Anzac is all about," he said.
Julian Carthy took his 4-year-old daughter Claire to "pay respect to those who gave so much".
"I don't want her to grow up not knowing the sacrifices made so she could live a free life," he said.
Bay of Plenty Police District Commander, Superintendent Glenn Dunbier was the guest speaker at the civic ceremony and spoke about being at Gallipoli for the past three Anzac days.
He said it was a horrifying battle on April 25, 1915, when allied troops invaded what was now known as Anzac Cove in Turkey. The place was a tribute to those who died in the bloody battle there, he said.