Affirmative Action Affirmative action, the most heatedly debated topic of the civil rights movement, brings to the table many theories about its merit and effectiveness. "Affirmative action" was a phrase first coined by then-President John F. Kennedy. His intention was that "affirmative action" would ensure job applicants would be treated "without regard to their race, creed, color, or national origin (Pasour 1)." Kennedy never implied preferential treatment would be given to some applicants, that they would have a better chance because of their race, creed, color, or national origin. What he had proposed were 'equal' right