Woodrow Wilson’s New Freedom promised our nation a new political and economic framework. Franklin Roosevelt’s New Deal promised security and succor to those in need. But the New Frontier of which I speak is not a set of promises — it is a set of challenges. It sums up not what I intend to offer the American people, but what I intend to ask of them. It appeals to their pride, not to their pocketbook — it holds out the promise of more sacrifice instead of more security.

John F. Kennedy (1917-1963) American politician, author, journalist, US President (1961–63)

Speech (1960-07-15), “The New Frontier,” Presidential Nomination Acceptance Speech, Democratic National Convention, Memorial Coliseum, Los Angeles
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It appeals to their pride, not ... [interrupted by applause] ... it appeals to our pride, not our security. It holds out the promise of more sacrifice instead of more security.