HELENA — One day after winning their primary races for governor, Democratic candidate Brian Schweitzer and Republican Bob Brown raced to the media Wednesday to call on each other to sign different pledges vowing not to say mean things about the other.

Calling for a clean campaign pledge is a frequent tactic in Montana campaigns, practically the first chapter of the political playbook. If a candidate's opponent refuses to go along with the pledge, then the other candidate can blast him for not signing the pledge. Even if candidates sign clean campaign pledges, the vows have usually been ignored in past campaigns by statewide candidates for top offices.

Schweitzer's and Brown's proposed pledges both talked about the need for civility and respect in campaigns. The rival pledges varied considerably in scope.

Brown's pledge would voluntarily prohibit either candidate from using any media advertising, direct mail or phone calls ‘‘to criticize, attack, condemn or characterize in any way'' his opponent. Instead, candidates could use these paid communications only ‘‘to highlight their own views on issues of importance to Montana,'' particularly emphasizing issues associated with governing Montana.

As a result, Brown's 26-year tenure in the Montana Legislature and the thousands of votes he took, plus any decisions he made as secretary of state the past three years, would be off-limits from any criticism in Schweitzer's advertising, direct mail or phone calls. Brown's pledge wouldn't protect Schweitzer as much as it shields himself because the Democrat hasn't held public office previously.

Schweitzer's pledge said both candidates would agree that all advertising, signs and direct mail ‘‘will contain descriptions of our positive visions for the future of Montana.''

His pledge would allow a candidate to criticize the other in advertising under certain conditions. If a candidate or his campaign chooses to criticize his opponent, Schweitzer's pledge said, ‘‘he must take responsibility by using his own voice, and, where applicable, his own image. A candidate cannot hide behind actors or announcers.''

Schweitzer's proposed pledge calls for each candidate to agree in good faith to prevent ‘‘third parties from conducting attacks against the opposing candidate.'' If the request is ignored by a third party, the candidate who stands to gain the most from the attack will immediately condemn the activity and publicly demand that the attacks stop immediately. If the attacks continue, the pledge is void.

In past campaigns, candidates usually say they have no control over what third parties, particularly by independent expenditure groups, say in races. True independent expenditure groups are prohibited by law from coordinating advertising efforts with a candidate against another office seeker.

Both pledges have escape clauses that say if one candidate breaks the pledge, the other is released from the restrictions.

Brown said he is willing to sign both pledges, saying: ‘‘I'm acting in good faith about what I'm going to try and accomplish. I assume Brian Schweitzer is acting in good faith.''

Schweitzer said Brown's pledge ‘‘is much less comprehensive'' and would allow a candidate to talk only about his own positions in advertising and not criticize the other candidate's position.

‘‘We'll take a look at it,'' Schweitzer said. ‘‘I think we can find a happy medium. I think we'll get it done.''

‘‘How tough can it be?'' Schweitzer added. ‘‘I'm from Whitefish. He's from Whitefish.''

Reporters were notified by Schweitzer's campaign that he was calling a press conference to propose a clean campaign pledge late Wednesday morning. Shortly after that but before Schweitzer's press conference, Brown's campaign sent his proposed clean campaign pledge to reporters via e-mail.

Schweitzer held his press conference next to the statue in the Capitol of former U.S. Sen. Mike Mansfield, a Democrat he called the model for campaigning about ideas and values and not finger-pointing at opponents.

‘‘Bob, let's be like Mike,'' Schweitzer said.