Carter's campaign focused less on issues than on his background as a hardworking, honest, Southern Baptist southerner
The Carter campaign ran a number of television commercials that claimed to restore honesty and faith in the government following Watergate. Rosalynn Carter and Walter Mondale both ran statewide campaigns for the ticket.
Carter thought that previous administrations had failed by letting realpolitik and Cold War concerns rule international policy. Human rights, democratic principles, the development of nuclear weapons, and world poverty all received greater attention under his administration.
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