A nursing home industry organization on Monday is set to launch a $100,000 ad campaign to push for a long-term funding plan in the New York state budget. 

The ad campaign from the Coalition for Quality Long Term Care is being announced as state lawmakers and Gov. Kathy Hochul are yet to strike an agreement on the budget plan, which had been expected to pass last week. 

The digital ads specifically urged Democratic lawmakers, including Assembly Speaker Carl Heastie and Senate Health Committee Chairman Gustavo Rivera to back Hochul's proposal in the budget for funding. Hochul earlier this year in her initial $216 billion plan proposed increased Medicaid funding, as well as expanded eligibility and support for nursing home capital projects, as well as increased funds to address staffing issues. 

Hochul last week moved to implement a law approved in 2021 meant to boost minimum staffing time in nursing homes in the state, a move some organizations worry is difficult to enact given the need to hire as many as 9,000 workers in the short term and thousands more in the coming months.