May 5th, 2025

HCR Home Care to Launch Outreach Initiative Across Seven Rochester Churches on Mother’s Day

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Monroe County Executive Adam Bello today joined Congressman Joe Morelle and representatives from HCR Home Care to announce more than $703,000 to expand home healthcare education and outreach efforts, with a specific focus on Monroe County’s African-American communities.

Through a partnership with the Max and Marian Farash Charitable Foundation, the Greater Rochester Health Foundation and multiple predominantly African-American churches, HCR Home Care will lead efforts to educate older adults and their families about the availability, affordability and benefits of at-home healthcare services.

The initiative aims to improve access to care, promote health equity and reduce longstanding disparities affecting African-American residents in Monroe County.

“Our older adults deserve the dignity of aging at home, supported by quality, affordable home healthcare,” said County Executive Bello. “As an AARP-designated Age-Friendly Community, Monroe County is committed to breaking down barriers by meeting people where they are. Through partnerships like this, we are ensuring that more families know their options for care. I am grateful to HCR Home Care for their leadership, to our federal partners for securing this critical funding, and to my colleagues in the County Legislature for their support.”

"At a time when funding for vital programs is under attack, this investment reminds us what true leadership looks like: uplifting families and strengthening communities," said Congressman Joe Morelle. "HCR Home Care's initiative rebuilds trust where it’s long been broken. I’m proud to fight alongside County Executive Bello for a future where every neighbor receives the care and dignity they deserve."

“Aging at home with quality, affordable healthcare is a dignity we must afford to every American,” said Senator Kirsten Gillibrand. “The HCR Home Care Initiative will help New York close health equity gaps that have left Black communities underserved for far too long. By expanding access to care through trusted local partners, this funding will take meaningful steps to ensure that families can get the support they need. I am proud to support this work and will continue fighting to ensure every American has access to the care they deserve. “

“This investment is a powerful example of how we can use public dollars to meet people where they are — in their communities, their places of worship, and their homes,” said Legislature President Yversha Román. “By centering outreach in trusted spaces and tailoring resources to the unique needs of our African-American residents, we are not only addressing disparities — we are affirming dignity and choice. Thank you to the Max and Marian Farash Charitable Foundation, Greater Rochester Health Foundation, my partners in government and to HCR for their commitment to connecting with, caring for, and educating our community.”

“Older adults of Monroe County have earned the right to age with dignity in the comfort of their homes, supported by accessible, high-quality care,” said Majority Leader Michael Yudelson. “Thanks to strong partnerships like what we see today, more families will understand what care options are available to them. I deeply appreciate our federal partners who made this funding possible, County Executive Bello for his leadership, and the continued collaboration with HCR Home Care and the Rochester Community.”

The ARPA funding will support a comprehensive community outreach and education strategy. Key elements include:

• Pastor-Focused Briefings: Empowering faith leaders to educate their congregations about home healthcare resources.

• Customized Church Materials: Developing culturally-relevant education materials and messaging tailored for each church community.

• Video Testimonials: Featuring real families sharing their experiences with home healthcare.

• Workforce Training: Providing pastors and church leaders with training on healthcare systems, cultural competency and strategies to assist parishioners in navigating care options.

• Caregiver Development: Strengthening the pipeline of culturally competent home healthcare workers through targeted workforce initiatives.

Nathaniel Sheppard, HCR’s diverse care project director, said, “HCR Home Care is deeply grateful for the support of Congressman Joe Morelle, County Executive Adam Bello, and the County Legislature for securing this much-needed funding. These resources will help us better serve African American older adults in our community by removing barriers to home health care, improving access to services, and reducing health disparities that disproportionately affect people of color.”

Monroe County’s 2021 Racial and Structural Equity (RASE) Report identified some of the nation’s most severe health disparities within the region. Life expectancy in Monroe County

varies widely by ZIP code — from 72.4 years in parts of Rochester to 81.1 years in some suburbs. Black residents are disproportionately affected by higher rates of cancer, heart disease, injury and diabetes.

Educating the community about the benefits of home healthcare and how to access it is a critical step in addressing these inequities, offering a more affordable and sustainable option for families managing chronic illnesses, recovering from injuries or supporting aging loved ones.

As part of this initiative, HCR Home Care will host informational sessions at seven Rochester churches on Mother’s Day, May 11, 2025:

• New Life Fellowship, 330 Wellington Avenue, Rochester NY 14619

• Mt. Olivet Baptist Church, 141 Adams Street, Rochester NY 14608

• First Church of God, 334 Clarissa Street, Rochester NY 14608

• Prayer House Church of God by Faith, 270 Cumberland Street, Rochester NY 14605

• In Christ New Hope Ministry, 155 Pinnacle Road, Rochester NY 14623

• Helping Hands Missionary Baptist Church, 703 Joseph Avenue, Rochester NY 14623

• New Bethel CME Church, 270 Scio Street, Rochester NY 14605