"Not On Welfare"

Richard Nixon, 1972

The “Daisy Girl” in 1964 was part of the only campaign in the postwar years where the Democrats, not the Republicans, were seen as the party better able to handle foreign affairs. “Not on Welfare” is its opposite, part of the only campaign in the postwar years in which the Republicans (not the Democrats) were seen as the party better able to handle social welfare.

Republican Richard Nixon was carrying the attack to Democrat George McGovern in 1972, and while there is a bit of opposition research in play in this piece, it did not really require much digging in the context of its time. The Nixon campaign was substantially ahead in the polls, and was thus free to concentrate on trying to expand its margin of victory, here by drawing blue-collar Democrats across the line.

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