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Published by the End Poverty League in Los Angeles, this two-sided flyer draws on biblical language to champion Upton Sinclair’s moral integrity and social conscience. Rooted in Christian scripture, it underscores Sinclair’s alignment with the teachings of Jesus, casting him as a champion of “the least of these.” By framing Sinclair’s politics as divinely inspired—while contrasting him with corporate-linked opponents—this pamphlet reveals how religious rhetoric was enlisted to bolster New Deal–era reform movements in California and beyond.
Historical Context
Upton Sinclair was already a noted socialist writer and muckraker—his novel The Jungle (1906) had exposed horrifying conditions in the meatpacking industry. But it was during the Great Depression that he mounted a serious political campaign, running for governor of California in 1934 under the End Poverty in California (EPIC) platform. EPIC called for massive public works, cooperative ventures, and other sweeping measures to reduce poverty. Sinclair’s populist message attracted a broad constituency, including progressive Christians, union members, and the unemployed.
The End Poverty League worked fervently on Sinclair’s behalf, producing literature such as this leaflet to sway voters. By couching social reform in scriptural themes—helping the needy, condemning profiteers—these supporters aimed to appeal to religious Californians who might find common cause in Sinclair’s proposals to end economic despair.
Strategy and Language
- Biblical References
The text is filled with allusions to the Gospels—citing Jesus’s condemnation of money-changers and quoting passages about feeding the hungry, clothing the naked, and visiting the imprisoned (Matthew 25). This strategy implies that Sinclair’s activism directly fulfills Christian mandates of compassion. - Moral Contrast
The flyer repeatedly compares Sinclair to an unnamed rival—called “Mr. Merriam,” in all likelihood the incumbent Governor Frank Merriam. Painting Merriam as aligned with corporate interests while Sinclair stands for “hungry men,” the pamphlet invites readers to see Sinclair’s cause as righteous, rooted in caring for the downtrodden. - Elevating Sinclair as a Modern Prophet
Sinclair is explicitly labeled a “modern prophet,” continuing in the tradition of Jesus who drove out the money-changers. Such exaltation uses religious hero imagery to counter mainstream portrayals of Sinclair as too radical, making him seem like a Christlike figure rather than a mere political hopeful. - Mingling Political and Spiritual Goals
By referencing “true religion” and condemnation of unscrupulous profiteering, the pamphlet casts economic policy debates as spiritual obligations. In so doing, it galvanizes believers to merge faith with civic engagement—a hallmark of the Social Gospel tradition, which had long interpreted Christian ethics as mandates for social reform.
Impact
During the fierce 1934 gubernatorial campaign, leaflets like this helped Sinclair mobilize churches and religious citizens who might otherwise have been wary of his socialist background. Opponents often attacked him as a dangerous radical. Yet by positioning him as a humble servant of Christian principles, the End Poverty League sought to neutralize such criticisms and broaden Sinclair’s appeal.
Ultimately, though Sinclair’s EPIC campaign electrified California politics, he did not win the governorship. Still, his proposals—and the Christian moral language undergirding them—left a lasting imprint on the state’s political discourse. Many ideas from EPIC informed later New Deal programs, and the fervor for combining social welfare with spiritual imperatives resonated in subsequent American reform movements.
This leaflet offers a window into how religious and political rhetoric can fuse in times of crisis. Like many Depression-era campaign materials, it addresses poverty as a moral issue rather than solely an economic one. Modern activists—whether conservative or progressive—often echo similar biblically inspired appeals to support policies that serve the poor or address systemic injustice. The synergy of faith-based messaging with populist politics continues to shape how Americans engage with social and economic reforms.
Special thanks to the USC Digital Imaging Lab for their support in digitizing this item.
