Najib succeeded Abdullah at a time after his ruling coalition, Barisan Nasional lost their traditional two-thirds majority in parliament to the resurgent united opposition lead by former Deputy Prime Minister Anwar Ibrahim in the 2008 parliamentary election. Since then Najib has tried to build a moderate image for himself, abandoning the hardline pro-Malay policies of his party by running the 1Malaysia campaign.
1Malaysia campaign
1. Perseverance
2. Culture of Excellence
3. Acceptance
4. Loyalty
5. Education
6. Humility
7. Integrity
8. Meritocracy
Rancangan Malaysia Ke-10
12 NKEA
1. Minyak dan gas;
2. Minyak sawit dan produk berkaitan;
3. Khidmat Pengurusan kewangan;
4. Pemborong dan peruncitan;
5. Pelancongan;
6. Teknologi Maklumat dan Komunikasi (ICT);
7. Perkhidmatan Pendidikan;
8. Elektrik dan elektronik;
9. Perkhidmatan perniagaan;
10. Penjagaan kesihatan swasta;
11. Pertanian;
12. Greater Kuala Lumpur.