(NEW YORK, NY –UNS: NYC Health + Hospitals’ care program today announced the launch of a citywide public awareness marketing campaign to encourage NYC Care-eligible New Yorkers to enroll in the program and encourage existing members to renew their membership. The campaign features vibrant artwork and video content matched with clear messaging asserting that all New Yorkers, regardless of their immigration status or ability to pay, have a right to health care through the NYC Care program. The campaign highlights the diversity of NYC Care’s members, new benefits including low- and no-cost durable medical equipment, and the level of access to high-quality primary, specialty, and preventive care one can attain by using the NYC Care membership card. Assets are available in English, Spanish, Simplified Chinese, Traditional Chinese, Russian, Bengali, Haitian Creole, Korean, Arabic, Urdu, French, and Polish. Ad placements will be citywide across the five boroughs, including in print and digital newspapers, out-of-home (transit, billboards, posters in local businesses), TV, radio, and social media. The launch of the campaign continues NYC Care’s commitment to ensuring all New Yorkers understand the range of health care options they are entitled to.
The new video ad for the campaign is available here, and New Yorkers are encouraged to help spread the word about the campaign through a new social media toolkit, accessible here.
“NYC Care rests on the principle that health care is the right of every New Yorker,” said Jonathan Jiménez, MD, MPH, Executive Director of NYC Care from NYC Health + Hospitals. “This campaign reflects our deep pride in serving all communities across the five boroughs and ensuring every New Yorker knows that they can enroll in NYC Care for affordable, high-quality, and comprehensive care.”
“At a time when immigrant New Yorkers may feel the need to hide in the shadows, NYC Care’s ‘Light the Way’ reminds us all that health care is a right, no matter your immigration status. We hope every member of our communities continues to seek and receive health care in their preferred language – NYC Care makes this possible,” said Manuel Castro, Commissioner of the NYC Mayor’s Office of Immigrant Affairs.
“At South Asian Council for Social Services, we believe real stories create real impact,” said Sudha Acharya, Executive Director at South Asian Council for Social Services (SACSS). “Through the ‘Light the Way’ campaign’s powerful artwork and video content, NYC Care highlights the lived experiences of the communities we serve showing how access to health care can truly transform lives.”
“The launch of NYC Care’s new Light the Way campaign sends a powerful message to vulnerable immigrant and refugee communities that compassionate, affordable health care is available and safe to access. For too many New Yorkers, especially those who are undocumented, fear of immigration enforcement prevents them from seeking the care they need. By highlighting confidentiality and celebrating the diversity of its members, this campaign helps break down those barriers and reminds families that their health matters. At the Arab American Family Support Center, we see every day how NYC Care empowers our neighbors to receive primary care, mental health support, and preventive services in their own languages and without stigma. We are proud to partner with NYC Care and strongly support continued investment in this program that is lighting the way toward health equity for all New Yorkers,” said Hizam Wahib, Assistant Executive Director for the Arab American Family Support Center (AAFSC).
