Fine Gael's new €150,000 billboard campaign has been deliberately designed to push the image of party leader Mr Enda Kenny.
The campaign will run until April 18th - just days before the party's ardfheis takes place in Dublin.
Using photographs of Mr Kenny, the posters offer two messages: "It's time for the truth in politics. For a change", and "I'll put YOU first".
"There is a strong focus on leadership. Fine Gael is entering a very active period," a party strategist, Mr Frank Flannery, told The Irish Times.
Mr Flannery, who helped to guide Fine Gael under Dr Garret FitzGerald, made clear that the next few months would help to decide the party's fortunes in the longer term.
"We have picked a huge number of local election candidates and we have a good European Parliament team. It is essential that we win.
"If we do that we can change the whole atmosphere around politics this summer that will carry into the party and the public as a whole," he said.
The images used in the posters, said a party spokesman, have been carefully chosen to emphasise Mr Kenny's "listening skills".
"We wanted to picture Enda in a work environment behind his Leinster House desk talking to someone to show that he does listen," he said.
The expensive campaign has been planned for "the last six, eight months" in consultation with Dublin advertising agency, DDFH&B.
The spokesman rejected the charge that the posters' messages lacked substance.
He said: "We just wanted to set out a couple of core values.
"Enda feels very strongly about these issues. He wants to put the public interest ahead of the party interest, or the individual interest," the spokesman added.
Mr Kenny said: "Truth is where politics begins and ends. But, politics and government have been seriously debased by the current administration, its separation from the truth and the way it constantly pursues its own narrow political interest over the people's interest.
"I want to get the message home to people that honest politics, politics with a conscience, does change lives for the better."