Last Tuesday the New York City Health Department kicked off a $500,000 public awareness blitz urging New Yorkers to sign up for low- and no-cost health insurance as federal policy changes threaten to leave hundreds of thousands without coverage. The campaign is set to run through the end of June, using 13 languages across social media, newspapers and LinkNYC kiosks, and is designed to steer residents toward free enrollment counselors.
In a press release from the NYC Health Department, officials said more than 5 million New Yorkers are currently covered through low- or no-cost plans. Certified counselors, they noted, can help people pick plans, renew existing coverage and apply for other benefits. The department is urging anyone worried about losing insurance to call 347-665-0214 for free, one-on-one help.
Why Officials Are Worried
City leaders say the new outreach push is meant to soften the blow of several federal and state policy shifts that have already made coverage less affordable and tougher to hang on to. KFF reports that the enhanced premium tax credits that kept many Marketplace premiums low expired at the end of 2025, triggering steep premium hikes. At the same time, the Fiscal Policy Institute estimates that changes to the state’s Essential Plan could strip about 233,000 New Yorkers in the city of that no-cost coverage.
On top of that, the 2025 reconciliation law imposes new Medicaid work requirements starting in January 2027, a move advocates say will make renewals and eligibility checks more complicated for many people.
What The Campaign Offers
The city plans to spend roughly $500,000 on the campaign and run ads in 13 languages targeting communities most at risk of losing coverage. Certified enrollment counselors are available to help residents choose a plan, select a primary care provider, renew their insurance and apply for other benefits. The Health Department is directing New Yorkers to nyc.gov/healthcoverage for neighborhood enrollment resources.
Local Officials And Next Steps
"Every New Yorker deserves access to affordable resources that keep them healthy," NYC Health Commissioner Dr. Alister Martin said in the department’s release. The city Board of Health has unanimously voted to condemn the recent federal changes and urged both city and state leaders to respond. Advocates including the Community Service Society have called on Albany to use state funds to soften what they describe as a looming coverage cliff.
Anyone worried about losing their health insurance can call 347-665-0214 or visit nyc.gov/healthcoverage to connect with a certified counselor and review their options. City officials describe the initiative as a short, targeted push meant to guide people through a fast-moving policy shift before their coverage slips away.
