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A child with a wistful expression sits decked out for the beach. Sunglasses perched on his head, he's equipped with a shovel and bucket for playing in the sand. The copy running across the image: "Kids covered with affordable care.

"You want the best of everything for your child," the copy continues. "Now you can keep them happy ... and healthy."

This brightly colored ad touts Fidelis Care Child Health Plus, a Catholic-sponsored, nondenominational plan administered by Fidelis Care New York. The plan offers healthcare to low-income, uninsured and medically underserved people.

The work, part of a campaign that includes outdoor, radio, TV and collateral, was created by Eric Mower and Associates in Albany, N.Y.

"We wanted people to be proud of having Fidelis be the provider for their children," said shop creative director Richard Skiermont, adding that there often is a stigma attached to being uninsured.

EMA created many of the campaign materials in Spanish, French, Creole, Russian, Vietnamese, Chinese and Bosnian.

The work will appear through September in local media and national magazines such as Good Housekeeping.

Fidelis Care covers 34 New York counties.