Key Takeaways

  • NCOA and Bank of America partnered to promote benefits that can help pay for expenses like food and medicine.

  • Together, the organizations created culturally relevant messages for Black and Hispanic/Latino older adult audiences.

  • Older adults were encouraged to visit NCOA's online tools and to screen for benefits eligibility.

Digital outreach campaign raises awareness about programs that pay for daily expenses

Maurisa Potts
Spotted PR

Arlington, VA (October 6, 2021) — The National Council on Aging (NCOA), the national voice for every person’s right to age well, and Bank of America have partnered to connect nearly 18,000 Black and Hispanic/Latino older adults to benefits information to improve their health and economic security.

Together, the organizations created culturally relevant messages for Black and Hispanic/Latino older adult audiences and used social media, advertising, and radio and TV public service announcements to encourage individuals to visit and These free and confidential online tools, managed by NCOA, screen older adults for eligibility for benefits such as the Supplemental Nutrition Assistance Program (SNAP) and Medicare Extra Help, and provide steps on how to apply. 

“We know that too many Black and Hispanic/Latino Americans enter their retirement years at a disadvantage due to a lifetime of inequities when it comes to both wealth and health,” said Ramsey Alwin, NCOA President and CEO. “Given they often have more chronic conditions and fewer retirement savings than white older adults, public and private benefits programs can make a significant difference—putting money directly into their budgets to pay for food, medicine, and more.”

“Through our continued partnership with the National Council on Aging, we are promoting economic self-sufficiency and stability to a population in need,” said Kerry Sullivan, president, Bank of America Charitable Foundation. “This campaign is essential in raising awareness of available resources so that important health information and tools are accessible to all.”

The joint campaign between NCOA and Bank of America had a total reach of over 19 million across all platforms. It also included a toolkit of materials to enable Bank of America financial center employees to talk about and use BenefitsCheckUp® with their older adult clients.

“We are grateful for our long-standing partnership with Bank of America, who is so clearly committed to supporting older adults, especially those who are struggling,” Alwin said. “We appreciate them joining our mission of ensuring aging well for all.”   

About NCOA
The National Council on Aging (NCOA) is the national voice for every person’s right to age well. We believe that how we age should not be determined by gender, color, sexuality, income, or zip code. Working with thousands of national and local partners, we provide resources, tools, best practices, and advocacy to ensure every person can age with health and financial security. Founded in 1950, we are the oldest national organization focused on older adults. Follow us at @NCOAging.