Procaccino campaign poster, Courage, experience, understanding - Mario A. Procaccino, Mayor, Abraham D. Beame, Comptroller, Francis X. Smith, Council President
In 1969 Procaccino won the Democratic primary for mayor with 32.8 percent of the vote in a five-man contest, having defeated, among others, former Mayor Robert Wagner, Jr., liberalnovelistNorman Mailer, and Bronx Borough President Herman Badillo, who later defected to the GOP. After briefly having a large lead in the general election race (a poll in June showed him leading Liberal Party nominee Lindsay by fourteen points) the mostly conservative Democrat soon lost public support, probably because he was unable to supplement his law and order campaign rhetoric. His campaign was, according to journalist Richard Reeves, "the worst political campaign in American history." According to Reeves, Procaccino "snatched defeat from the jaws of victory," and made some notable verbal gaffes while on the campaign trail. When speaking before an African-American audience, Procaccino made a gaffe by saying, "My heart is as black as yours." He also said that his running mate, Frank O'Connor, "grows on you like a cancer."[1]
Not helping matters any was the common permutation of his surname in the Hispanic community as Pro-Cochinos—in favor of pigs, a common nickname for police at the time. He also struggled with other ethnic communities, and often ran ads proclaiming himself as a voice of "Law and Order", comments which were often seen as dog-whistles by African American groups, leading them to often vote for Lindsay in much greater numbers than any Democratic ticket had struggled with before. He also split the conservative vote with his second opponent who defeated Lindsay in the Republican primary, John J. Marchi.[2]
Procaccino lost the mayoralty to Lindsay in a three-way race. The vote was very divided, with Lindsay (Liberal) winning 42 percent, Procaccino (Democrat) 36 percent, and John Marchi (Republican), a member of the New York State Senate, 22 percent. Procaccino narrowly carried the Bronx and Brooklyn, with Lindsay taking Manhattan and Queens, and Marchi took his native Staten Island. Following the election, Procaccino worked as Tax Commissioner for Governor Rockefeller and later returned to private practice.[1]
His campaign had several lasting effects on national and New York politics. One was his coining of the term "limousine liberal" to characterize John Lindsay, which has become a part of the American political lexicon. The second effect was a change of New York City's election law. As a result of Procaccino's slender plurality in the Democratic primary, the law was changed so that if no candidate carries at least 40 percent of the vote, a runoff election must be held.[1]
Procaccino was living outside the city, in Harrison, New York, Westchester County, at the time of his death, but died in the Bronx, where he had lived most of his life.[1]
Lizzi, Maria C. (18 September 2008). "'My Heart Is as Black as Yours': White Backlash, Racial Identity, and Italian American Stereotypes in New York City's 1969 Mayoral Campaign". Journal of American Ethnic History 27 (3).
