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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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