I’m sure you’ve seen the hot-pink billboards. Failing that, you may have seen the hot-pink Instagram posts.

In case you haven’t: On top of a bright-pink background, white letters spell out phrases like, “This year, we didn’t need the Grinch to steal Christmas. The Hamas kids did that for him.” Or, “When your parents said ‘find yourself’ in college, they didn’t mean to find your inner terrorist.” They range from cliché but harmless—“Anyone who hates Jews clearly hasn’t tried my Bubby’s brisket”—to a bit menacing, with one since-deleted post reading, “Trust Me. If Israel Wanted to Commit Genocide in Gaza, It Could.” When I went to their website for this piece, I was greeted with a pink pop-up with white lettering that said, “We’re just 75 years since the gas chambers. So no, a billboard calling out Jewish hate isn’t an overreaction.” OK!

The Instagram graphics, like their physical billboard counterparts, are the work of JewBelong. The nonprofit—founded by Archie Gottesman and Stacy Stuart, who worked together penning eye-catching ad campaigns for Manhattan Mini Storage—has existed for several years. As Fast Company reported in 2015, the organization hoped it would “take some of the stress and complexity out of Jewish life.” In the article, the two founders called their program Marketing Jewru, but by the next year, it was JewBelong.

“Let’s face it, Judaism can be a little/lot intimidating,” their website reads:

JewBelong is out to change that by helping you find the joy, meaning and relevance that Judaism has to offer. Our explanations and meaningful rituals are just the beginning. We exist for Jewish people, for people who aren’t Jewish but are part of a Jewish community, for anyone who has felt like a Jewish outsider, and especially for Disengaged Jews (DJs for short). That’s literally why our name/tagline is JewBelong: for when you feel you don’t!

© Slate