The party’s slogan is the longest of the three main party’s campaign slogans. Labour’s election slogan is “a future fair for all” while the Tories are promising a “year for change”.
The parties have already begun unveiling advertising campaigns ahead of the general election, which is widely tipped to take place on 6 May.
According to the Lib Dem leader Nick Clegg’s chief of staff, Danny Alexander, “this election will be about fairness and change and the Liberal Democrats are the only party that will deliver both.”
Various opinion polls have suggested the Lib Dems will increase its share to around 16% but are pointing the way towards a hung parliament.
Under parliamentary rules, political parties are allowed to spend a maximum of £18m on election-related advertising. The Conservatives have committed to spending the full amount for their election push while Labour’s general election campaign spend is widely rumoured to be much less than the Tories amid fears the party could emerge from the campaign bankrupt.
Instead, the Labour Party is said to be planning to focus its marketing spend on direct mail in the final two months of its election campaign.
In January this year, the Liberal Democrat Party hired creative collective The Assembly to handle its marketing in the run-up to this year’s general election.