It worked for Richard Nixon, who won the presidency in 1968, redrawing the electoral map. The once-solidly Democratic South, which supported John Kennedy and Lyndon Johnson, deserted Hubert Humphrey.
It worked in Massachusetts, where, in 1978, a candidate trained by the legendary hardball player Dick Morris defeated the popular incumbent, Michael Dukakis, by labeling him soft on crime.
It worked again 10 years later, in 1988, when George H.W. Bush campaign manager the late Lee Atwater (then a partner of Paul Manafort and Roger Stone) pledged to make a black convict by the name of William Horton (renamed Willie by the Bush folks), who had raped a white woman while on a weekend furlough program, into Dukakis’ running mate.
Law and order has always had racial connotations. The South went Republican in large part because of the civil rights movement of the 1960s and 1970s, championed by Lyndon Johnson and built on action by Congress, the president and the Supreme Court. Notably, the only elections Democrats won between 1968 and 2008 were those in which the candidate was himself a Southerner.