Lyndon Johnson’s War on Poverty The early 1960s were a time of hope. The United States wasn’t involved any major conflicts, public morale was generally high, and the country had freshly ushered in a new president, John F. Kennedy. Kennedy was the perfect face for Americans to turn to. He was handsome, enthusiastic, and articulate. Kennedy ran on a platform called the “New Frontier”; which would take aim at improving the life of Americans by targeting the sectors of housing, education, civil rights