Labour plans to focus on 'issues not personalities' with election posters

Prime Minister David Cameron will not feature on any of Labour's billboard posters during the general election campaign, the party has said as it vowed to focus on issues not personalities.

Instead, Labour will ditch old-fashioned campaigning and take its message direct to voters in the run-up to polling day on May 7th, according to the party's election strategist Douglas Alexander.

The move is a marked departure from the 2010 election, when Labour put the then opposition leader's picture on a number of posters in a strategy which backfired according to some experts.

In a message to party members, Mr Alexander said the Conservatives will "plumb new depths" over the coming weeks and are preparing to spread "falsehood, fear and smear".

He wrote: "We'll focus our campaign on issues not personalities - we won't run any billboard posters with pictures of David Cameron on them.

"We're doing it this way not just because it is the best way to win votes in an election marked by high levels of cynicism and mistrust to all political parties.

"We're doing it because we believe politics begins and ends with the people."