The NJ Health Department launches Pilot Program to help New Jersey WIC Families!
Pilot Program Provides Hassle-Free Assistance to 1,250 NJ Families, Recognizing Link Between Health and Financial Security
TRENTON, NJ –
The New Jersey Department of Health (NJDOH) today announced a new pilot program that will provide 1,250 New Jersey families enrolled in the Women, Infants, and Children (WIC) program – primarily in Camden County – to receive a one-time $200 grant to help pay their utility bills. The pilot, launched this month, delivers on Governor Mikie Sherrill’s commitment to make New Jersey more affordable and streamline government services to better serve residents.
The program is funded by the American Water Charitable Foundation and administered by Promise, a technology company specializing in efficient delivery of assistance to low-income populations. Gateway WIC, which serves Camden County, is leading implementation with support from NJDOH.
The announcement comes as New Jersey families face rising heating costs this winter, compounded by recent severe weather, and as household energy costs have soared in recent years. For New Jerseyans navigating pregnancy and the early years of parenthood – already a demanding time – financial pressures can compound and impact a child’s long-term health outcomes.
“My Administration is committed to exploring every option at our disposal to drive down utility costs for New Jersey families,” said Governor Mikie Sherrill. “This pilot program targeting WIC enrollees is a great example of the innovative solutions we are bringing to our mission of delivering direct relief for those most in need.”
“Healthy families need stable homes, and that includes being able to keep the lights and heat on,” said Acting Commissioner of Health Dr. Raynard E. Washington. “This pilot program recognizes what we know to be true: financial security is deeply connected to physical and mental health. By efficiently delivering assistance directly to families who need it most, we’re supporting both the well-being of New Jersey’s youngest residents and the parents working hard to care for them.”
Eligible families are randomly selected to help ensure fairness and to support an unbiased evaluation of the pilot’s impact across the WIC population in Camden County other select counties. Recipients can choose whether to apply their $200 grant to their gas, electric, or water utility account. No application or additional steps are required.
“For families with young children, the stress of keeping up with utility bills can take a real toll on health and well-being,” said Albert B. Kelly, President and CEO of Gateway Community Action Partnership, which operates the WIC program in Camden County. “This pilot removes barriers and gets help directly to families when they need it most. By connecting utility relief with WIC services, we’re addressing real-world challenges in a way that is simple, dignified, and impactful.”
“This partnership with the State of New Jersey and the American Water Charitable Foundation shows what’s possible when states lead with data and technology in service of people,” said Phaedra Ellis-Lamkins, Co-Founder and CEO of Promise. “By securely integrating state data and applying AI, we’re transforming how assistance is delivered—reducing friction, eliminating guesswork, and getting help to families faster and more accurately when they need it most.”
“Too many New Jersey families are being forced to make impossible choices between keeping the lights on and meeting their basic needs,” said Lisa Asare, President and CEO of the New Jersey Maternal and Infant Health Innovation Authority. “This pilot underscores the critical role public-private partnerships play in addressing affordability challenges facing New Jersey families. By bringing together the American Water Charitable Foundation, Promise, and state partners, this initiative ensures assistance reaches WIC-enrolled families in Camden County who need it most. When we support families with young children, we’re investing in healthier homes, stronger communities, and fairer solutions to the rising cost of utilities.”
“At a time when extreme cold weather is driving up the cost of utilities for New Jerseyans, this assistance will help lower energy bills for Camden families,” said New Jersey Board of Public Utilities President Christine Guhl-Sadovy. “This program demonstrates government agencies working together with the private sector to support residents when they need it most.”
In New Jersey, WIC helps more than 250,000 people each year access healthy foods, nutrition education, breastfeeding support and health or social services referrals. To qualify for WIC, a family’s income must be at or below 185% of the federal poverty line – an annual income of $59,478 for a family of four, or $28,953 for an individual.
The pilot program coordinates with participating utilities including PSE&G, South Jersey Gas, Atlantic City Electric, and New Jersey American Water to ensure the assistance is applied quickly and accurately.
The program leverages a partnership between private philanthropy, nonprofit expertise, and public infrastructure to test an innovative, scalable approach to utility affordability assistance – one that could inform future efforts to serve vulnerable populations across New Jersey.
On her first day in office, Governor Sherrill declared a state of emergency on utility costs, noting that the average residential electricity price in the State rose by well over 33% from 2023 to 2025. Her Day One executive orders also directed the New Jersey Board of Public Utilities to issue bill credits and consider pausing utility rate increases while taking action to expand in-state power generation – together underscoring the Administration’s focus on delivering relief to residents struggling with rising costs.
The utility assistance pilot program complements these efforts by targeting assistance to financially vulnerable families with young children, for whom utility shutoffs or payment struggles can have cascading effects on health and stability.
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The New Jersey Department of Health is a nationally accredited health department working to ensure that all New Jerseyans live long, healthy lives and reach their fullest potential. With more than 6,000 employees, the Department serves to protect the public’s health, promote healthy communities, and continue to improve the quality of health care in New Jersey.
