A viral ad campaign featuring distinctly un-Tory language is to be the newest part of Conservative leader - and former Carlton PR chief - David Cameron's campaign to reach out to youth.

The Tories will next week launch an online push called "Sort It", based around the website sort-it.co.uk, and the first viral advert will tackle questions of personal finance and responsibility.

Conservative party insiders say the virals will talk to youngsters in "language they understand", although it is not yet clear how fruity the language will be.

A Conservative party spokesman said: "We wanted to come up with a way of engaging directly with younger voters. The website and the creative concept that launches it have been deliberately designed to attract the attention of a typically politically apathetic audience."

Mr Cameron has used his PR experience to try to broaden the Conservative party's appeal.

The campaign, which will launch next Thursday, has been created by Ben Bilboul of advertising agency Karmarama.

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