The New Jersey Department of Health (NJDOH) has launched a new pilot program aimed at supporting families enrolled in the Women, Infants, and Children (WIC) program. This initiative will provide a one-time $200 grant to 1,250 WIC families, primarily in Camden County, to help cover utility bills.
The pilot is funded by the American Water Charitable Foundation and managed by Promise, a technology company that focuses on delivering assistance to low-income groups. Gateway WIC, which serves Camden County, is leading the implementation with support from NJDOH.
This move comes as heating costs rise during winter and recent severe weather has increased household energy expenses for many New Jersey residents. The program is part of Governor Mikie Sherrill’s efforts to make living in New Jersey more affordable and improve government services.
“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.”
Acting Commissioner of Health Dr. Raynard E. Washington stated, “Healthy families need stable homes, and that includes being able to keep the lights and heat on. 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 for participation in order to maintain fairness and allow for an unbiased evaluation of how the program impacts WIC households across Camden County and other areas. The $200 grant can be applied toward gas, electric, or water utility accounts without requiring recipients to submit applications or take further steps.
Albert B. Kelly, President and CEO of Gateway Community Action Partnership, said: “For families with young children, the stress of keeping up with utility bills can take a real toll on health and well-being. 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.”
Phaedra Ellis-Lamkins, Co-Founder and CEO of Promise commented: “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. 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.”
Lisa Asare, President and CEO of the New Jersey Maternal and Infant Health Innovation Authority added: “Too many New Jersey families are being forced to make impossible choices between keeping the lights on and meeting their basic needs. 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.”
Christine Guhl-Sadovy from the New Jersey Board of Public Utilities stated: “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. This program demonstrates government agencies working together with the private sector to support residents when they need it most.”
WIC provides over 250,000 people each year in New Jersey access to healthy foods as well as nutrition education; breastfeeding support; health; or social service referrals. Eligibility requires family income at or below 185% of federal poverty guidelines—currently $59,478 annually for a family of four.
The pilot coordinates closely with utilities such as PSE&G; South Jersey Gas; Atlantic City Electric; and New Jersey American Water so funds are applied quickly.
Governor Sherrill previously declared a state emergency on utility costs after average residential electricity prices rose by more than 33% from 2023 through 2025. Her administration has directed measures including bill credits for residents while also considering pausing rate increases.
The new pilot aims not only at immediate relief but also tests whether this approach could serve as a model for future statewide efforts targeting vulnerable populations.
