The manifesto identified the party's ultimate goal, main objective and raison d'etre as being the achievement of an egalitarian and "classless society", which was believed to be attainable only through socialism. It called for "true equality of citizen's fraternity under the rule of democracy", within "an order of social and economic justice." In 1968, a massive public-relations program was launched by the party, beginning in Punjab. Bhutto's program directly targeted the country's poverty-stricken masses. The left-wing oriented slogan, "Land to the Landless", proved irresistible to the peasants and labour-force, as the party promised not only to abolish the fundamental feudalism that had plagued the country, but also to redistribute lands amongst the landless and the peasants. The working class and labour movement quickly flocked to the party, believing it to be a party dedicated to the destruction of cap italism in the country.
The young university students and teachers who often bore the brunt of Ayub Khan's dictatorial regime during his decade-long rule were promised a better future with better educational and career opportunities. Many other members of society who had felt stifled and repressed by the press-control and heavy censorship practised by the authoritarian Khan regime also joined the new party. The party's manifesto also attracted the country's numerous sectarian minorities, who quickly joined the party.Eventually, the socialist-oriented catchphrase Roti, Kapra aur Makan (lit. "bread, clothes, and housing"), became a nation-wide rallying-call for the party. By the 1970s, the Pakistan Peoples Party had become the largest and most influential leading socialist and democratic entity in the country. The party published its ideas in its newspapers, such as "Nusrat", "Fatah", and "Mussawat"