June 12, 2026- NYC Health + Hospitals’ NYC Care program has launched a new citywide public awareness campaign designed to connect more uninsured and underinsured New Yorkers with affordable healthcare services.
Called “Light the Way,” the multilingual campaign aims to encourage eligible residents to enroll—or re-enroll—in NYC Care, a healthcare access program that provides low- and no-cost services regardless of immigration status or ability to pay. The initiative will run throughout the summer across all five boroughs, utilizing print, digital, television, radio, social media, transit advertising, and community outreach efforts.
A centerpiece of the campaign is the “Light the Way” outreach truck, which will travel throughout New York City distributing information, promotional materials, and enrollment resources directly to communities. The effort is designed to meet residents where they are and increase awareness of the healthcare options available through NYC Care.
The campaign highlights the program’s growing range of benefits, including access to primary care, specialty care, preventive services, behavioral health support, and newer offerings such as low- and no-cost durable medical equipment. Marketing materials will be available in more than a dozen languages, reflecting the diversity of the communities NYC Care serves.
Since its launch, NYC Care has become a critical healthcare access program for New Yorkers who do not qualify for traditional health insurance coverage. A 2024 study found that NYC Care members achieved healthcare engagement and chronic disease management outcomes comparable to newly enrolled Medicaid recipients, underscoring the program’s role in advancing health equity. Community partners have also helped the program reach more than 1.4 million New Yorkers through outreach and enrollment efforts.
As healthcare affordability and access remain pressing concerns for many families, NYC Health + Hospitals hopes the “Light the Way” campaign will ensure more residents understand that quality healthcare is available regardless of income, language, or immigration status. By combining broad media visibility with grassroots community engagement, the campaign reinforces New York City’s ongoing commitment to expanding access to care for all residents.