The Labor Party unveiled its new campaign slogan on Thursday: "Amir Peretz, because the time has come." Labor strategists said the party would not use negative campaigning or mudslinging, because Party Chairman Amir Peretz did not want it. The goal, they said, was to strengthen the brand and raise party pride. The strategists said "Amir Peretz, because the time has come" was not just a slogan, but rather, a platform that sends a message. They added, "The time has come for peace, the time has come to change the government," and were met with raucous applause. The new slogan, along with a photograph of a serious Amir Peretz against an Israeli flag, will appear on bumper stickers and t-shirts.