Essential Plan Expansion Communications Tool Kit


On April 1, 2024, New York State implemented expanded eligibility for the state’s highly successful Essential Plan program.  The program now includes residents with incomes up to 250 percent of the Federal Poverty Line, bringing comprehensive premium-free health insurance to an additional 100,000 New Yorkers, including Deferred Action for Childhood Arrival (DACA) recipients starting August 1, 2024, saving consumers an average of $4,700 per year.  

The program expansion was authorized by the U.S. Department of Health and Human Services and U.S. Department of Treasury on March 1, 2024 through a Section 1332 State Innovation Waiver.   New York’s waiver expands health insurance and covers health-related social needs, improving health care and advancing health equity.  The Essential Plan provides comprehensive benefits with $0 monthly premiums, no deductible, and low cost-sharing.  It also includes free preventive care, adult vision, and dental care without cost-sharing.  This webpage provides more information about the Essential Plan.

In an effort to reach New Yorkers who are now eligible for coverage through the Essential Plan, NY State of Health is working with partners to help inform New Yorkers of this expansion and encourage them to apply. 

Communication Tools and Templates

The following outreach and marketing resources are available for partners to use.  Additional resources will be posted to this page as they become available.



Share these videos on social media, embed them on your website, or play them in your waiting room.

Affordable Health Care is Essential

English Videos
Spanish Videos
Mandarin Videos
Russian Videos


Social Media Posts with Images

Use these resources to encourage and inform your followers that more New Yorkers are now eligible for comprehensive coverage with $0 premiums through the Essential Plan.

Social Media Posts

Drop In Article

Use this article in your organization's newsletters.  You could also add it to your website.

Drop In Article

Email Message

Send this email to your partners and subscribers.

Email Message


Educational Materials

Share these resources to help New Yorkers learn about the Essential Plan.  (To order print versions of the fact sheets or At a Glance cards, use the Materials Order Form.)

Fact Sheet
Essential Plan At a Glance card



Resource Type
Tool Kits
Publication Date