NYC Health + Hospitals’ NYC Care Program Launches Citywide Public Awareness Campaign Focused on Health Care Access
The multilingual “Light the Way” campaign features new artwork and video content focused on highlighting the benefits of the program, particularly among immigrant communities
NYC Health + Hospitals’ NYC Care is a health care access program available to all New Yorkers regardless of one’s immigration status or ability to pay
Sep 24, 2025
NYC Health + Hospitals’ NYC 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).
“Being an immigrant and living with hypertension, I was so worried I wouldn’t be able to maintain my health because I didn’t have any health insurance. But thanks to NYC care, I can see my primary care doctor to do my check-ups and get medication. I really appreciate the help from the NYC program,” said an NYC Care member.
Other ads in the campaign highlight benefits ranging from durable medical equipment to eye care
NYC Care has more than 139,000 active members and has provided over one million primary care appointments. In fiscal year 2025 alone, NYC Care members completed 62,936 women’s health, 54,132 eye specialist, 39,667 behavioral health, 25,642 dermatology, 23,258 cardiology, and 19,725 cancer care appointments. A study published in 2024 in the Journal of General Internal Medicine found that new NYC Care members had the same health care engagement and chronic disease control as new Medicaid enrollees- demonstrating the health equity achieved through the program. NYC Care’s community-based organization partners have reached over 1.4 million New Yorkers, scheduled over 62,000 enrollment appointments, and facilitated over 19,000 direct enrollments. From inaugurating a new durable medical equipment benefit to developing a multi-lingual video series about the program and deploying regular public awareness campaigns, NYC Care continues to champion health care for all New Yorkers.
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About NYC Health + Hospitals
NYC Health + Hospitals is the largest municipal health care system in the nation serving more than a million New Yorkers annually in more than 70 patient care locations across the city’s five boroughs. A robust network of outpatient, neighborhood-based primary and specialty care centers anchors care coordination with the system’s trauma centers, nursing homes, post-acute care centers, home care agency, and MetroPlus health plan—all supported by 11 essential hospitals. Its diverse workforce of more than 46,000 employees is uniquely focused on empowering New Yorkers, without exception, to live the healthiest life possible. For more information, visit www.nychealthandhospitals.org and stay connected on Facebook, Twitter, Instagram and LinkedIn.
About NYC Care
NYC Care is a health care access program that provides comprehensive and low or no-cost healthcare services through NYC Health + Hospitals for New Yorkers who cannot afford or are ineligible for health insurance. NYC Care provides a membership card, 24/7 customer service, access to comprehensive and affordable healthcare services, like primary care, mental health services, and sexual and reproductive healthcare, low-cost medications, and member materials in multiple languages – regardless of your immigration status or ability to pay. Call 646-NYC-CARE (646-692-2273) or visit NYCCare.NYC to learn more and sign up today – privacy and confidentiality guaranteed.