NYC Aging Launches Citywide Campaign to Reach New York City's Family Caregivers

NYC AGING LAUNCHES CITYWIDE CAMPAIGN TO REACH NEW YORK CITY'S FAMILY CAREGIVERS

New York, NY - Today, the NYC Department for the Aging (NYC Aging) announced the launch of a caregiving awareness campaign to inform New York City's estimated 1.3 million family caregivers about the services and supports available to them. Across New York City, many residents provide daily care for a parent, spouse, grandchild, family member, chosen family, friend, or neighbor. Many balance jobs, families, and personal responsibilities while helping loved ones remain safe and independent at home. Yet many individuals who provide this care do not identify themselves as a caregiver and, as a result, do not realize they qualify for services designed to support them.

Starting March 12, 2026, a citywide multimedia campaign, "You Care for Them, We Care for You," will run across print, digital platforms, TV and radio ads to help caregivers recognize their role and learn how NYC Aging can support them and the people they care for.

The campaign, which will also be featured on subways, is designed to reach caregivers across communities and languages throughout the five boroughs. The messaging highlights common caregiving situations and encourages individuals to seek information and assistance through NYC Aging.

"Caregivers are stretching themselves physically, emotionally, and financially," said Deputy Mayor for Health and Human Services Dr. Helen Arteaga. "Many are cutting back on work, spending down savings, and putting their own health last. NYC Aging's Caregiver Program exists to ease that burden, and this campaign ensures the 1.3 million caregivers in NYC who need resources and support the most can find them."

"Many of the people we serve would not call themselves caregivers," said NYC Aging Commissioner Dr. Lisa Scott-McKenzie. "They would call themselves a daughter, a son, a neighbor, a friend. This campaign meets people where they are, and makes sure they know that NYC Aging has resources ready the moment they need them."

NYC Aging's Caregiver Program provides information, assistance applying for benefits and entitlements, counseling, training, support groups, respite support such as temporary care in the home, and other services that help caregivers manage responsibilities and costs of caregiving while maintaining their own health and well-being. The campaign aims to raise awareness of these resources and help individuals recognize when they are serving in a caregiving role. The call to action is for family caregivers to take that next step to seek out information about resources that can help inform and support the care they offer and recognize they are not alone.

Caregiving needs continue to grow as New York City's population ages. Most older adults prefer to remain in their homes and communities, and family caregivers play a critical role in making that possible. NYC Aging's Caregiver Program supports these individuals by providing guidance, services, and connections that help caregivers navigate complex systems and sustain care at home.

New Yorkers seeking caregiving information or assistance can contact Aging Connect at 212-AGING-NYC (212-244-6469) or visit nyc.gov/aging to learn more about NYC Aging's caregiver services and supports.

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About NYC Aging:
The NYC Department for the Aging's mission is to eliminate ageism and empower older adults to live independently in their communities. Through a network of more than 300 older adult centers and naturally occurring retirement communities, NYC Aging provides programs and resources to nearly 1.8 million older New Yorkers.