White text on an outer black edge with an illustration of the Captial with a rainbow and a photograph of Jesse Jackson and black and white text
In 1984, Reverend Jesse Jackson Sr. ran for President of the United States on the Democratic Party ticket. His primary strategy was to develop a “rainbow” coalition of African-Americans, Hispanic-Americans, Arab-Americans, Asian-Americans, Farmers, the Poor and Working class, LGBT, and Progressive Whites to become his voter base. This rainbow is depicted on a lot of materials produced by his campaign highlighting the enthusiasm many felt for his diverse and inclusive politics. His policy positions included: removal of Reagan-Era tax cuts for the rich, slashing the Department of Defense budget, and the adoption of a single-payer healthcare system. Jackson only garnered 18.2% of the Democratic vote and thus never moved past the Primary stage, instead yielding to Walter Mondale who secured the nomination.