Splashed across social media and the airwaves, the photos are hard to miss.

Follow Hillary Clinton’s Instagram feed, and you’ll see her as a toddler in Park Ridge, Illinois, riding a tricycle. On Facebook, you’ll meet her as an almost unrecognizable young Arkansas mother with brown hair, big glasses and loafers, spotting her daughter on a pony ride; on the website Medium, she stares out at you, just another earnest face in a crowd posing for a 1965 high school class picture. In the first television ads of the campaign, she is seemingly from another era, pictured in grainy black and white, about 10 years old with a half-smile on her face, hair pulled back in a pollyanna, holding her mother’s hand.

Since launching her campaign last June, Clinton has flooded the Internet and filled her TV spots with surprising, little-known images of the candidate pulled from old family photo albums, all part of a larger campaign strategy to make Clinton more relatable to voters. The nostalgic pictures are designed to present her as an average person — rather than a global brand — and to neutralize the negative image Clinton can sometimes project as the untrustworthy political insider campaigning in a rich lady's uniform of bold-colored pantsuits and a helmet of blonde hair.