Instead, the main party billboards will feature prominently the face and name of each candidate, with no reference to current leader Phil Goff.
Wellington Central MP Grant Robertson, who is one of Labour's campaign management team, told the Otago Daily Times Labour wanted voters to get to know its candidates as "real people" and so far, feedback had been supportive of the new policy.
"We want our candidates to stand out as individuals, not faceless politicians."
Labour Dunedin North candidate David Clark's main signs have his name and photo and "Vote Clark". Mr Clark said that had provided benefits for him when campaigning, as people recognised him when he knocked on their doors.
National seems to be the only major party that does have its leader - Prime Minister John Key - featured prominently on most billboards.
Mr Key is the main salesman for National; his popularity as Prime Minister has kept the party at the top of the polls for more than three years.
However, Labour seems to be further distancing itself from Mr Goff as he languishes near the bottom of the preferred prime minister ratings.
Mr Robertson said each campaign stood on its own merits and this time, a new strategy had been implemented.
One of the things that had struck the ODT was that few Labour billboards included a box with a tick that said "Party Vote Labour", at a time when Labour is struggling in the polls and likely to lose several MPs unless polling fortunes change.
Mr Robertson said that was the first time he had heard that but said there were billboards out there that included that message.
"You will soon see more of them. We are campaigning strongly on the party vote and will be running a 'two tick' campaign."
The morale of Labour MPs was high, despite the low polling, he said. People were working harder in the expectation poll support would lift.
United Future leader Peter Dunne said his party had thrown away the "cute messages" on billboards and had just gone with the party vote theme plus a short campaign message of "Fairness for all".
"Drivers haven't got time to read the novel as they go past. They want the short, sharp message."
