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. “This campaign is one of a number of efforts to better tell our story to both our donors and the broader community.”

The work will run through October in New York on 150 Manhattan telephone kiosks and as backlit posters in malls in Westchester County and Long Island. A billboard is also in place on the Major Deegan Expressway in the Bronx.