This Monday marks the anniversary of the first democratic elections in Spain. On June 15, 1977, more than 18 million Spaniards were called to the polls to elect the Cortes responsible for drafting the Constitution.
The festival of democracy, a word salad, the grand premiere. Those elections legitimized the presidency of Adolfo Suárez, whose mandate until then responded to the will of King Juan Carlos I. It also confirmed that although for 40 years "the Party" had been the communist one, from then on the opposition would rest on the four acronyms of the PSOE instead of the three of the PCE. Furthermore, these elections showed that Manuel Fraga's aspirations to be president of the government would remain just that, aspirations.
At the same time, they introduced our country to modern political communication and the professionalization of strategy. Citizens would learn to vote, but parties had to discover new rules that were no longer those of the thirties of the 20th century.
On the occasion of this anniversary, DEMÓCRATA talks with the protagonists of that 1977 campaign, their strategists and candidates: Pedro Bofill, Secretary of Communication for the Popular Socialist Party (PSP), Carmela García-Moreno, Secretary of Action for the UCD Committee, and José Manuel García Margallo, UCD candidate for Melilla.
Everything to premiere
Pedro Bofill moved in socialist circles since his university days. As a professor of Political and Economic Sciences at Complutense, he founded Tierno Galván's PSP, which was the first left-wing party to hold a congress in Spain in February 1977. At that time, he was part of the Executive as secretary of communication, thanks to the good relationship he had forged during the years of clandestinity with the most progressive journalists who tried to lend a hand in the anti-Franco struggle from newsrooms marked by censorship.
With the announcement of elections in the BOE, Bofill was offered a place on the lists. "They called me from Cádiz, but I said no. I would have been a 'cunero'," he recalls in conversation with this outlet. "Cunero" is the term used to refer to candidates who run for a province with which they have no connection. Bofill, who would go on to be a deputy for the PSOE for three legislatures, preferred to stay on the other side in 1977.
"You're screwed"
For his part, José Manuel García Margallo had his vocation clear and conveyed to Pio Cabanillas, president of the People's Party (which would run integrated into UCD), his desire to become a deputy. "Where were you born and where did you study," Cabanillas asked him. "In Madrid and San Sebastián," replied the man who would end up being Minister of Foreign Affairs with Mariano Rajoy. "Well, you have it fucked," was Cabanillas's sincere confession.
"I understood that I had to present better credentials and the best option was to found the PP in some district where I could fit in," recalls Margallo, who made the decision to hire a communication and marketing agency.
"We studied the map of Spain and determined that the most powerful link I could have was that my great-grandfather had been killed in Melilla in 1893 at the head of his troops." And off he went, after a promise of "Jesuitical obedience" to the agency. Melilla distributed one seat and it went to UCD.
Synonym of chaos
Almost 700 kilometers away, from Madrid, Carmela García Moreno "managed" the provincial coordination of UCD. García Moreno, who would be elected deputy in 1979, admits that she entered politics to "fill gaps. There were no women and they were interested in me being there," she tells DEMÓCRATA.
As a member of the centrist Committee, "although it was a party in which there was no party," she was in charge of attending to the logistics and information needs of the territories. "Very chaotic," the former deputy recalls that stage in which "posters from Jaén were sent to Vigo and those from Vigo to Toledo".
She was part of the team that drafted the program with which Suárez ran and confesses that it was made "in pieces." In its beginnings, UCD was conceived as a platform to unite "the center-right tribes," in Margallo's words, and the parties that preceded Suárez's candidacy wanted to assert their postulates. The same happened with the arguments, recalls García Moreno: "Everyone went their own way and highlighted what they liked most."
A pinch of imagination
For his part, Bofill highlights the "imagination" they had to put into the campaign's design. In the PSP, they opted to film a one-hour film, in which their leaders presented their proposals, and which was screened before the start of events. The Old Professor's party also organized the first major rally of the Spanish left after the dictatorship. On March 26, 1977, 25,000 people gathered at the Plaza de Toros de Vista Alegre, in the Carabanchel neighborhood.
The former socialist deputy describes the campaign as "very street-level" and, almost 50 years later, confesses that the advertising plan "wasn't very brilliant." The PSP won 6 deputies and 4 senators, far below their expectations. Over time, the party would eventually merge into the PSOE.
The dove-shaped matches (the party's symbol), the wallets, the notebooks, and all kinds of merchandising they put into the hands of the citizens were not enough to attract the electorate, who, however, showed themselves to be open to listening to their proposals at all times. "People wanted to know and learn," he states.

Dance of Acronyms
While Margallo hired an agency "to build" his candidacy, the few instructions the PSP had were the result of their leaders' contacts with other European leaders whom they had briefly accompanied, for example, in the south of France. Bofill and García Moreno agree that only the PSOE truly had "an idea" about how to run a campaign, as well as financial support for it.
Bofill recalls that since polls were very expensive, they could only afford small surveys. Margallo, despite running with the UCD, confesses that he ran the campaign practically alone, with the help of his team. From renting venues, hiring technicians, to ordering posters: "We had a rally every day and we also implemented a very humble polling system."
From Madrid, Margallo only expected support for the central rally, and it didn't come. Faced with this situation, he called his then-friend, Miguel Arias Cañate (with whom he would later coincide in Rajoy's cabinet), and asked him to participate. The only drawback Cañate saw was that he was a member of Alianza Popular (AP): "What does it matter, if nobody knows here?", Margallo replied. Cañate went, "he gave a very charming speech, and we won the elections."