This Women’s History Month, we celebrate the vital role WIC plays in supporting women, children, and families across our communities. In this Q&A, Public Health Solutions’ Neighborhood WIC Director Olga Tkachenko shares how the WIC program is evolving and what the changing landscape means for women and families in New York City.
WIC programs are experiencing shifts in participant engagement nationwide. What changes are you seeing most clearly within our communities?
O. T: Across our communities, we are seeing families navigate increasing economic pressure while also adapting to new ways of accessing services. Many participants now expect more flexible, digital, and hybrid options for enrollment and appointments. The pandemic accelerated this shift, and families have become more comfortable connecting with WIC through phone, text, and virtual platforms rather than traditional in-office visits alone.
At the same time, we are seeing growing diversity in the populations we serve, including immigrant families, working parents with complex schedules, and households experiencing housing or food insecurity. In recent years, concerns related to immigration enforcement and misunderstandings around policies like public charge have also influenced how some families engage with public programs. Even when families and their children are eligible for WIC, fear or confusion can sometimes create hesitation.
This means WIC programs must continue to build trust, provide clear information, and ensure families understand that WIC is a safe and supportive resource for maternal and child health.
What do you feel is the most important thing staff across the organization should understand about the challenges WIC is navigating right now?
O.T: One of the most important things to understand is that WIC programs are operating in a rapidly evolving environment. Policy changes, technology modernization, and shifts in how families access services are all happening at the same time.
For many families we serve, especially immigrant families, there are also broader concerns in the community related to immigration policy, enforcement activity, and misconceptions about how programs like WIC may affect their status. These concerns can sometimes discourage families from seeking the support they need, even when they are fully eligible.
Our role as WIC staff is incredibly important in this moment. By providing clear information, compassion, and reassurance, we help women and families feel safe accessing services that support their health and their children’s development. Understanding the broader context our participants are navigating helps us approach our work with empathy and purpose.
WIC has historically played a major role in advancing maternal and child health. As we celebrate Women’s History Month, what aspects of this legacy resonate most with you and your team?
O.T: What resonates most with me is that WIC has always been a program centered around supporting women at one of the most important transitions in their lives—pregnancy and early motherhood.
For decades, WIC has empowered women by providing access to nutrition, health education, breastfeeding support, and resources that help them care for themselves and their children. For many families, especially those navigating financial stress or other uncertainties, WIC becomes a trusted place where they feel supported and respected.
During Women’s History Month, it is especially meaningful to reflect on how the program continues to uplift mothers—many of whom are balancing work, caregiving, and economic challenges—while helping the next generation start life with a healthier foundation.
Despite current challenges, WIC continues to be a vital support system. Can you share a recent success or meaningful moment that reflects the program’s impact?
O.T: One of the most meaningful moments comes from hearing directly from participants who tell us that WIC made a difference during a difficult time in their lives. Recently, a mother shared that the program helped her feel more confident about feeding her baby and navigating the early months of parenthood.
Moments like these remind us that beyond the benefits and services, WIC provides reassurance and guidance for families who may be feeling overwhelmed. For some participants, WIC is also one of the few consistent and trusted touchpoints they have with supportive systems during uncertain times.
Our staff build relationships with participants that go far beyond a single appointment, and those connections are what make the program truly impactful.
What gives you hope about the future of WIC and the families you serve, even amid significant change?
O.T: What gives me hope is the resilience of both the families we serve and the staff who support them. Every day, we see parents doing everything they can to give their children the best possible start in life, often while navigating significant challenges.
At the same time, WIC continues to evolve. Advances in technology, stronger partnerships with healthcare providers and community organizations, and ongoing program improvements will help us reach families more effectively than ever before.
Even during periods of uncertainty in the broader social environment, the core mission of WIC—to support healthy pregnancies, strong families, and thriving children—remains incredibly powerful. As long as we stay connected to that mission, I believe WIC will continue to make a meaningful difference for generations to come.