Muskie ran on a party platform of environmentalism and public investment. His environmental platform argued for the establishment of the Maine Department of Conservation to "have jurisdiction of forestry, inland fish and game, sea and shore fisheries, mineral, water, and other natural resources" and the creation of anti-pollution legislation. He stressed the need for "a two-party" approach to Maine politics with resonated with both Democratic and Republican voters wishing to see change. Muskie's central campaign slogan was "Maine Needs A Change" referencing the multi-year Republican stronghold. He criticized the Republican Party for neglecting the environment, failing to restart the economy, underutilizing skilled labor forces, and ignoring public investment.