NYC Health + Hospitals’ NYC Care Program Launches “Light The Way” Citywide Public Awareness Campaign - NYC Health + Hospitals

May 29, 2026 - 03:59

New York, NY - NYC Health + Hospitals' NYC Care program has launched a new citywide public awareness campaign called "Light The Way," aimed at encouraging uninsured residents to sign up for low-cost and no-cost health coverage. The campaign uses a mix of subway ads, digital media, and community outreach to spread the word about the program's availability across all five boroughs.

NYC Care was created to provide a health care option for New Yorkers who do not qualify for other insurance plans, including undocumented immigrants and those who cannot afford private coverage. The program offers access to primary care, mental health services, prescription drugs, and specialty care through the NYC Health + Hospitals network.

The "Light The Way" campaign features real patients sharing their personal stories about how the program helped them access medical care without the fear of high bills. Organizers hope the campaign will reach tens of thousands of eligible residents who may not know the program exists or assume they do not qualify.

Since its launch, NYC Care has enrolled more than 100,000 members. City officials say the campaign is part of a broader effort to reduce the number of uninsured New Yorkers and improve health equity in underserved neighborhoods. The ads will appear in English, Spanish, Mandarin, and other languages commonly spoken in the city.