The new party launched by power broker Ichiro Ozawa has an unusually long name: Kokumin no Seikatsu ga Daiichi.

These words were the key phrase chanted by the Democratic Party of Japan in the 2009 Lower House campaign, literally meaning putting the people's lives first. Out of the several hundred names that were suggested, the decision ultimately came down to Ozawa, who said his heart was set on them.

"I myself have a strong fondness, or rather, a fixation, on the ideology and slogan of putting the people's lives first and that will be our goal," Ozawa said Thursday.

Party sources told The Japan Times that the official English title has been decided as "People's Life First" and will be abbreviated as "LF" instead of "PLF," which has stood for various abbreviations, including the Palestine Liberation Front.

While Ozawa's party gained a name, the DPJ lost a slogan, "Kokumin no Seikatsu ga Daiichi," which has been plastered all over DPJ news conferences and is likely to disappear before long.