Opposition leader Benjamin Netanyahu's Likud party over the weekend unveiled its election campaign slogan, which urges Israelis to vote: "Likud - because the state needs to be run."
A campaign based around the slogan will be launched on the internet on Sunday, and will also be plastered on billboards across Israel in a bid to sway voters ahead of February's general election.
In the light of recent polls indicating a resurgent Kadima, Likud's main rival, officials in Netanyahu's center-right party have requested that the campaign be focused on the issue of leadership.
Specifically, the officials wish to stress that only Netanyahu and Likud can steer Israel through the crises it faces, as opposed to Kadima, which they say failed during the Second Lebanon War and in the current conflict with Gaza militants .
