As the nation's largest public health system, HHC (New York City's Health and Hospitals Corporation) was faced with a dubious task. How could they provide healthcare to such a culturally and socially diverse population of New Yorkers across the city's 5 boroughs if many of them didn't have insurance or weren't engaged in the system? Our "Take Care New York" campaign enticed New Yorkers (in more than 23 languages and dialects) to take care of their own by encouraging friends and loved ones to get screened—focusing on prevention rather than treatment and resulting in 65,000 screenings annually.