Liberals As had been widely expected, Trudeau called an immediate election after he was sworn in as prime minister. Bilingual Trudeau soon captured the hearts and minds of the nation, the period leading up to the election being dubbed "
Trudeaumania." The Liberal campaign was dominated by Trudeau's personality. Liberal campaign ads featured pictures of Trudeau inviting Canadians to "Come work with me", and encouraged them to "Vote for New Leadership for All of Canada". The substance of the campaign was based upon a proposed expansion of social programs.
Progressive Conservatives The principal opposition to the Liberals was the
Progressive Conservative Party (PC Party) led by
Robert Stanfield, who had previously served as
premier of Nova Scotia. The PCs started the election campaign with an internal poll showing them trailing the Liberals by 22 points. Stanfield proposed introducing guaranteed annual income, though failed to explain the number of citizens that would be covered, the minimum income level, and the cost to implement it. Due to concerns that the term "guaranteed annual income" sounded
socialist, he eventually switched to using the term "
negative income tax". These mistakes made the policy hard for voters to understand and harmed the PCs. What also damaged the PCs was the idea of
deux nations (meaning that Canada was one country housing two nations -
French Canadians and
English-speaking Canadians).
Marcel Faribault, the PCs'
Quebec lieutenant and
MP candidate, was unclear on whether he supported or opposed
deux nations and Stanfield did not drop him as a candidate. This led to the Liberals positioning themselves as the party that supported one Canada. In mid-June, they ran a full-page newspaper advertisement that implied that Stanfield supported
deux nations; Stanfield called the ad "a deliberate lie" and insisted he supported one Canada.
New Democratic Party On the left, former long-time
Premier of Saskatchewan Tommy Douglas led the New Democratic Party. The ouster of Diefenbaker had damaged the PC brand in Saskatchewan and played a major role in allowing the NDP to overcome a decade of electoral failure at the federal level in Saskatchewan to win a plurality of seats there. Nevertheless, these gains were balanced out by losses elsewhere in the country. Under the slogan, "
You win with the NDP", Douglas campaigned for affordable housing, higher old age pensions, lower prescription drug prices, and a reduced cost of living. However, the NDP had difficulty running against the left-leaning Trudeau, who was himself a former supporter of the NDP. Douglas would step down as leader in 1971, but remained a powerful icon for New Democrats.
Leaders' debate This was the first Canadian federal election to hold a
leaders debate, on June 9, 1968. The debate included Trudeau, Stanfield, Douglas, and in the latter part
Réal Caouette, with Caouette speaking French and Trudeau alternating between the languages.
A.B. Patterson, leader of the Social Credit Party was not invited to this debate. The assassination of
Robert F. Kennedy three days before cast a pall over the proceedings, and the stilted format was generally seen as boring and inconclusive. ==Electoral system==