City formally launching digital advertising campaign to reach more eligible New Yorkers
Mayor de Blasio and City Council Speaker Johnson today announced plans to expand the Fair Fares program, an unprecedented City effort to address poverty through the development of a half-priced MetroCard program for low-income New Yorkers.
Starting this fall, the City will expand the program to eligible New Yorkers in NYCHA, enrolled students at CUNY and military veterans below 100 percent of poverty line.
“We’re doing all we can to help low-income riders get around in a city that can be very difficult to afford. We think this program will go a long way toward making our city even fairer and we’re excited to expand this unprecedented initiative to more New Yorkers,” said Mayor Bill de Blasio.
“Fair Fares is a landmark program for New York City, helping the many New Yorkers who truly need it most. No New Yorker should have to choose between a swipe and a meal. Fair Fares is an example of our City’s commitment to providing equal opportunity for all. I am excited we are starting the outreach program, which will enable us to expand Fair Fares and help as many New Yorkers as possible. I thank Mayor de Blasio, my Council colleagues, and especially the tireless advocates for their support in making Fair Fares a reality for low-income New Yorkers and their families,” said Speaker Corey Johnson.
“We want a city where everyone, regardless of economic status, has the opportunity to thrive — including being able to get to important appointments, such as seeing a doctor or attending a job interview. This expansion shows our commitment to that vision. We will continue to work with the City Council to strengthen our Fair Fares program and to making New York City the fairest city in America,” said Deputy Mayor for Health and Human Services Dr Herminia Palacio.
In January 2020, City plans to launch an open enrollment process for all eligible New Yorkers at or below the Federal Poverty line who don’t have discounted transportation from the MTA or the City. Those who were previously enrolled in the program and are still eligible will be able to recertify and receive the benefit again. All other eligible applicants will be able to apply through an online platform.
The City is also pleased to announce the pay-per-ride option is launching ahead of schedule and will be available as an option mid-March.
As part of our efforts to reach more eligible New Yorkers, the City will also be formally launching a three month targeted online advertising campaign in March. Advertisements will appear across social media platforms and Google keyword searches, targeting the top 25 NYC zip codes where there are large numbers of eligible individuals to raise awareness of the Fair Fares program.
The City launched the first phase of the program in January. The Department of Social Services has been conducting outreach to over 45,000 eligible working New Yorkers who are receiving cash assistance and/or SNAP benefits. The City sent notifications, and subsequent telephone calls, to inform this first group of their eligibility and invite them to visit the nearest Fair Fares NYC location to receive their half-priced MetroCard. Eligible recipients can also call 311 to assist in receiving their card. The City is poised to launch its online platform for eligible cash assistance and SNAP recipients in April.
Last spring, the Mayor and Council announced a plan to fund $106 million for the Fair Fares NYC program in the first year. Funding for further expansion of the Fair Fares program will be subject to budget discussions.
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