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A close-up of a baby with big, round eyes appears above the tagline, “The other 911.” The text is followed by these words: “Prenatal care. Child development. Jewish family life.”
The ad is part of a new campaign for UJA-Federation of New York, by Gary Wexler & Associates in Los Angeles, that is meant to show the extent of the organization’s human-services network.
The effort’s four ads show people at different stages of life, conveying that regardless of age or situation, the UJA is there to help.
“We thought that this idea … [was] exceedingly effective in capturing the essence of who we are and how we want to be understood,” said John Ruskay, evp and CEO of the UJA in New York.
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