NYC Care Light the Way

Niki Jones Agency partnered with New York City Health + Hospitals for a 2025 NYC Care "Light the Way" campaign. This campaign aimed to increase awareness and enrollment in the NYC Care program among first-time prospective enrollees (including undocumented immigrants, individuals experiencing homelessness, and domestic violence survivors) and existing members whose membership was set to expire and were eligible for renewal. Niki Jones Agency, Inc. was responsible for negotiating, placing, and managing radio, print, out-of-home, and experiential media.

Our goal for this campaign was to maximize impressions and reach among NYC Care’s target audience with an integrated marketing approach that spanned New York City's 13 language requirement and connected with hard-to-reach audiences. To achieve this goal, we diversified our spend across geo-targeted broadcast and multilingual radio, audio streaming, strategically placed billboards, transit advertising, print and digital out-of-home including highly foot-trafficked pharmacies, c-stores, and laundromats, and a signature Light the Waytruck (treat truck) that visited all 5 boroughs to spread awareness and distribute healthy snacks and prizes.

The campaign overdelivered on its benchmarked impressions. Niki Jones Agency delivered 631,131,437 impressions across media types during the campaign's 12-week flight. 11,408,509 of those impressions came directly from bonus media. The campaign aired 2,130 audio spots in three languages; 15 types of out-of-home placements in seven languages, and included multilingual experiential activations that connected with New Yorkers directly in the streets. We secured $136,000 of added-value through our audio streaming platform, 2 added-value in-person activations with a multilingual street team, and earned media coverage for the Light the Waytruck activation. We were also able to support NYC Care at two turkey giveaway events prior to Thanksgiving, ensuring NYC Care's brand had positive exposure before the general public.