Russians are used to seeing images of Prime Minister Vladimir Putin riding a horse bare-chested and cruising around town on a Harley-Davidson motorcycle.
However, with another presidential election ahead, Putin has launched a website that attempts to show his softer side.
Putin's efforts to bolster his image come as a growing grassroots movement seeks his removal from power.
Critics say his decision not to take part in a pre-election debate means his campaign is already losing important credibility.
Al Jazeera's Neave Barker reports from Moscow.
Source: Al Jazeera