This is the Conservatives' new campaign poster. Not much of the big society message here and it is going down rather well on Conservative Home. "It's good to see the party getting specific about what 'change' means," blogs Tim Montgomery. The first person in the comments is wildly enthusiastic: "Wow. That's a tough message. I like it."

The Spectator and New Statesman blogs are looking at the wider context, and what it means for Conservative party. "You can expect plenty of handwringing about whether this message is too tough, or whether it represents the Tories shifting rightwards in the aftermath of the Lib Dem surge," says Peter Hoskin in the Spectator.

George Eaton in the New Statesman see consequences of the party's internal tensions being played out across poster sites across the country. The change of tone is, he says, evidence that communications chief and former News of the World editor Andy Coulson has won out over the more optimistically-orientated strategy director Steve Hilton, a key supporter of Cameron's big society.

This is one is certainly a lot tougher than what we have been used to seeing from the Tories of late.

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