The Justin Trudeau led party hopes the positive and progressive slogan will resonate with voters and best represent their political brand as they roll out their campaign for the October election. Meanwhile Conservative leader Andrew Scheer is mired in negativity, fending off the media and activists on the gay rights issues and women’s issues including abortion. The writ is expected to drop in early September with rumours that it could come as early as second week of September with the election date set at October 21.

OTTAWA – The federal Liberals have chosen “Choose Forward” as their campaign slogan as they prepare to drop the writ in early September with rumours that it could come as early as second week of September.

The Justin Trudeau led party hopes the positive and progressive slogan will resonate with voters and best represent their political brand as they roll out their campaign for the October election.

Meanwhile Conservative leader Andrew Scheer is mired in negativity, fending off the media and activists on the gay rights issues and women’s issues including abortion.

A release from the party this week says “Choose Forward” is the official campaign theme that will be stamped on a series of national ads featuring Prime Minister Justin Trudeau.

The party says the ads, which begin airing on television this week, will be part of “a comprehensive and digitally-integrated campaign that also includes featured stories from Canadians.”

One shows a smiling Trudeau engaging with constituents in his working class Montreal riding of Papineau and delivering his campaign message while riding a transit bus.

He talks about things he says the Liberals have done to help average Canadians, such as cutting taxes for the middle class, creating the Canada Child Benefit and their climate change plan — and he fires a broadside at Andrew Sheer’s Conservatives, whom he accuses of trying to block such initiatives.

“The Conservatives like to say they’re for the people but then they cut taxes for the wealthy and cut services for everybody else,” Trudeau says.

That’s become the main theme of the Liberal camp, and it’s a refrain Canadians will no doubt hear repeated countless times during the coming campaign.

The ad concludes with the prime minister facing the camera and saying that “in October we’ve got a choice to make — keep moving forward and build on the progress we’ve made, or go back to the politics of the Harper years. I’m for moving forward for everyone.”

Canadians are expected to head to the polls on Oct. 21.