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    NORTH AMERICAN Newsline                                                  JUNE 05, 2026     |  The Indian Eye 26

                           NYC Health + Hospitals’ NYC Care

             Program Launches “Light The Way” Citywide

                                      Public Awareness Campaign

             The multilingual “Light the Way” campaign encourages enrollment and re-enrollment

                                                     for NYC Care-eligible New Yorkers

            OUR BUREAU

            NEW YORK, NY
                  YC  Health  +  Hospitals’  NYC  Care  pro-
                   gram have announced the launch of a
            Npublic awareness marketing campaign to
            encourage enrollment and re-enrollment for NYC
            Care-eligible New Yorkers. The campaign high-
            lights 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 at-
            tain by using the NYC Care membership card. The
            campaign will run through July in English, Spanish,
            Simplified  Chinese,  Traditional  Chinese,  Russian,
            Bengali, Haitian Creole, Korean, Arabic, Urdu,
            French, and Polish. Ads will be placed in print and
            digital newspapers, out-of-home (transit, billboards,
            and posters in local businesses), TV, radio, and so-
            cial media. Placements will also include the “Light
            the Way” truck, featuring a street team who will
            drive across the five boroughs to share information
            about the program and hand out promotional items.
            For all of the latest updates on the campaign, follow  Care.NYC to learn more. Every New Yorker should   preventative care and essential health services. This
            NYC Health + Hospitals on social media with the   have their very own primary care home.”  campaign sends a powerful message that healthcare
            handle @NYCHealthSystem.                          “Every New Yorker deserves access to quality,  is accessible, safe, and available regardless of immi-
                The new video ad for the campaign is available   affordable health care, regardless of immigration  gration status, while recognizing the importance of
            here, and New Yorkers are encouraged to help   status or ability to pay,” said Mayor’s Office of Im- reaching communities in the languages they trust
            spread the word about the campaign through a new  migrant Affairs Commissioner Faiza N. Ali. “NYC   and understand most.”
            social media toolkit, accessible here.       Care has become a trusted lifeline for immigrant   “At the Emerald Isle Immigration Center, we
               “Making healthcare affordable and accessible to   communities across the five boroughs by connect-  congratulate NYC Health + Hospitals’ NYC Care
            every New Yorker is a core tenet of the Mamdani   ing families to comprehensive primary, specialty,  program on the launch of the ‘Light the Way’ city-
            Administration’s health agenda,” said Deputy May-  preventive, and behavioral health services in a cul- wide public awareness campaign,” said Siobhan
            or for Health and Human Services Dr. Helen Ar- turally and linguistically responsive way. The ‘Light  Dennehy, Executive Director at Emerald Isle Immi-
            teaga. “By providing low or no-cost services to those   the Way’ campaign reflects the City’s commitment  gration Center. “This powerful campaign will help
            who cannot afford care or are ineligible for insur- to meeting communities where they are with clear,  support underserved communities while building
            ance, NYC Care is vital to the health and well-being   multilingual information and trusted outreach. We   trust in, and access to, primary, specialty, and pre-
            of our city. Encouraging those eligible to enroll and   encourage all eligible New Yorkers to enroll or re- ventive care in NYC.”
            re-enroll in this essential program is of the utmost  new their membership and take advantage of the   The ‘Light the Way’ truck will go city-wide to
            importance, and with ads spread across the city and   critical care and support NYC Care provides.”  encourage NYC Care enrollment through prizes
            airwaves, the ‘Light the Way’ campaign helps bring   “At Korean Community Services of Metropol- and giveaways
            that much-needed awareness to the public.”   itan New York, we deeply appreciate NYC Care’s   NYC Care has more than 130,000 active mem-
               “With  the  launch  of  the  ‘Light  the  Way’  cam-  commitment to culturally and linguistically respon- bers and has provided over one million primary care
            paign, NYC Care uplifts universal health care ac-  sive healthcare outreach,” said Myoungmi Kim,  appointments. In fiscal year 2025 alone, NYC Care
            cess to all New Yorkers,” said Jonathan Jiménez,  President & CEO of Korean Community Services   members completed 62,936 women’s health, 54,132
            MD, MPH, Executive Director of NYC Care at  of Metropolitan New York. “By translating cam- eye specialist, 39,667 behavioral health, 25,642 der-
            NYC Health + Hospitals. “When New Yorkers see   paign materials and advertisements into Korean   matology, 23,258 cardiology, and 19,725 cancer care
            our new marketing campaign out in the field, they  and other Asian languages and placing them in  appointments. A study published in 2024 in the
            should feel pride that in New York City, no one is   trusted ethnic media outlets, NYC Care’s ‘Light  Journal of General Internal Medicine found that
            denied access to care based on their immigration   the Way’ campaign helps immigrant New Yorkers   new NYC Care members had the same health care
            status, ability to pay, or preferred language. Please   feel seen, respected, and informed. For many older  engagement and chronic disease control as new
            help us to spread the word about this critical pro- adults  and  limited-to-English-proficient  communi- Medicaid enrollees, demonstrating the health equi-
            gram with your friends and family and visit NYC- ty members, language barriers can delay access to   ty achieved through the program.

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