Campaign Launched to Highlight Funding for New York Child Care Providers

ALBANY, N.Y. (WENY) – Governor Kathy Hochul along with Senator Kristen Gillibrand launched a statewide campaign Tuesday to help families get access to child care assistance.

According to the governor’s office, eligibility for child care assistance was expanded this month to include families earning up to 300 percent of the federal poverty level. This extends eligibility to an estimated 394,000 young children throughout New York.

“As New York’s first Governor who is a mom, I know firsthand how important affordable child care can be for your future and your family,” Governor Hochul said. “By increasing the income threshold for child care assistance, we can relieve a crushing burden for hundreds of thousands of New Yorkers and, especially, working mothers. My administration has made historic investments in child care, and this statewide multi-media campaign is the latest crucial step we are taking to help ensure families receive the assistance they need and deserve.”

“The shortage of affordable child care in our state is nothing short of a crisis,” said Senator Gillibrand. “We have to do more to support our families and our child care workers. That’s why I’m proud to have fought to pass the American Rescue Plan and the CARES Act, legislation that is now delivering millions in federal funding to New York’s child care providers and making care more accessible and affordable for those who need it. This expanded funding will help parents across our state return to work with the knowledge that their children are in good hands while giving child care workers the resources they need to be successful. I’ll keep working with Governor Hochul to ensure that all New York families have the support they need to thrive.”

As of this month, a family of four earning up to $83,000 is now eligible for child care assistance. Previously, the threshold was $55,000 or less.

The state will begin a billboard, radio, and social media campaign to let families know they can receive help paying for child care.

The campaign will feature content on digital screens in retail locations, highway billboards, bus side posters, laundromats, salons and barbershops in English and Spanish.