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Democrats build a digital field guide for Latino campaigns

Original Article: The Hill 06/23/23


The campaign arm of the Congressional Hispanic Caucus is building a digital translation and messaging platform to help Democrats hone their campaign outreach to Hispanic voters.


Bold PAC is releasing the platform periodically, focusing on different topics of interest to Latinos.


The platform, Bold Translate, has launched a limited test with messaging about jobs and went online Friday with a module focused on reproductive rights and abortion in commemoration of the first anniversary of the Dobbs Supreme Court decision that struck down the federal right to an abortion.


“The economy and certainly reproductive health care and choice are two incredibly important things. One of the reasons we have rolled this out so early is our intention is to be able to cover lots of incredibly important political topics throughout the cycle,” said Victoria McGroary, the executive director of Bold PAC.


Each online module of Bold Translate includes a glossary of commonly used terms for any one campaign issue and examples of the best Spanish-language translations to use in Democratic messaging.


The section on jobs, for instance, directs campaigns on how best to refer to the terms “jobs,” “wages,” “unemployment,” “decreased,” and “leisure & hospitality.”


Each term has examples of phrasing Bold PAC suggests campaigns should use — and others to avoid. Generally speaking, the suggestions to avoid include commonly used erroneous translations, regional slang terms and jargon.


The goal, according to McGroary, is to avoid the sorts of translations that result from bad use of online tools or bilingual dictionaries.


“When people are translating, often, they try one-to-one, ‘Let’s take this word, and what does it mean?” McGroary said.


“That’s not how we need to do this. And so here we’re just trying to make sure that everyone can understand what is trying to be communicated.”


Because it’s a national toolkit aimed at messaging clarity, Bold Translate is a deviation from Bold PAC’s usual practice of aggressively adopting regionalisms to micro target bilingual and Spanish-speaking voters of different national origins.


“We wanted to take a little bit more of a of a wider lens in that respect, but of course, we would always advocate for … microtargeting,” McGroary said.


Beyond the glossary, the toolkit includes topical messaging guidance in English and relevant data points.


The abortion package, for instance, tells campaigns to explain the impact the Supreme Court decision that overturned the federal right to abortion has on Latinas and to “emphasize that Latinas already face several barriers to accessing safe, free abortion and reproductive health care.”


Bold PAC plans to periodically release guidance on other relevant issues, and it has not set a ceiling on how expansive the toolkit could become, according to McGroary.


“The goal here is at the end of this cycle, we will have a series of issues, the sort of top issues that matter to people that affect them in their daily lives,” McGroary said.


“This will be sort of a communication one-on-one and anyone could take these toolkits and know generally what are the issues that matter here, but also, more specifically, then how do we speak with Latinos about those?”


McGroary added she’s not concerned that Republicans will also have access to this publicly available information.


“We aren’t worried about Republicans using the right words to communicate their bad ideas,” she said.


“We are focused on making sure our people can communicate all the good we’re doing.”







By Bold . January 9, 2025
FOR IMMEDIATE RELEASE: January 3, 2025 Contact: Karla Rodriguez Karla@chcboldpac.com CHC BOLD PAC Congratulates New Seven Latino Democratic Members of Congress  Washington, D.C. - Today, CHC BOLD PAC, the campaign arm of the Congressional Hispanic Caucus, congratulates seven new Latino Democratic Members of Congress on their swearing-in: Senator Ruben Gallego (Sen-AZ) and Representatives Sam Liccardo (CA-16), Luz Rivas (CA-29), Gil Cisneros (CA-31), Nellie Pou (NJ-09) and Emily Randall (WA-06), and Pablo José Hernández Rivera, the Resident Commissioner of Puerto Rico. These new Members of Congress, alongside the current Members of the CHC, will fight to deliver for all American families. Hispanic Democrats remain strong, resilient, and united. Our leadership in the coming cycle will be more crucial than ever. We will continue electing Hispanic Democrats who will fight to improve economic opportunities for Latinos, support working families, protect reproductive rights, and counter a radical White House pushing extreme immigration policies and focused on retaking both the House and Senate from the radical Republican majority. "As Chairwoman of CHC BOLD PAC, I am incredibly proud of the strides we made together. Over the past two years, we doubled down on our efforts and built on the foundation of our predecessors. This past cycle, we raised a record-breaking $20.4 million—the most by any Chair in a two-year span–—expanded our independent expenditure efforts to defend our incumbents and elected the largest Democratic CHC in history,” said CHC BOLD PAC Chairwoman Linda Sánchez . "BOLD PAC is proud to congratulate our returning and new BOLD members. These champions have shown unwavering dedication to advancing policies that support working families, protect reproductive rights, and expand opportunities for Latino communities. We stand with them as they continue fighting to defend our democracy and deliver real results for the people they represent." CHC BOLD PAC CHC BOLD PAC is the campaign arm of the Congressional Hispanic Caucus (CHC) and is dedicated to increasing diversity in the House and Senate by helping more Latinos get elected. CHC BOLD PAC led an unprecedented effort in the 2024 cycle, investing $6.15 million in independent expenditures – the largest in BOLD’s history. Our ‘Lucha War Room,’ a first-of-its-kind rapid-response initiative, reached out to Latino voters with content in both Spanglish and Spanish, cutting through the noise with culturally resonant messaging. Thanks to these efforts, BOLD PAC helped secure seven new Democratic Latino members of Congress. ### CHC BOLD PAC , the campaign arm of the Hispanic Caucus, was founded in 2001 to increase Latino representation in Congress. Since its founding, BOLD PAC has more than doubled the size of the Congressional Hispanic Caucus.
By Bold . December 12, 2024
FOR IMMEDIATE RELEASE: December 12, 2024 Contact: Karla Rodriguez Karla@chcboldpac.com CHC BOLD PAC Congratulates Rep. Linda Sánchez on her Re-Election as BOLD PAC Chair Washington, D.C. – Today, CHC BOLD PAC, the campaign arm of the Congressional Hispanic Caucus, announced the re-election of Congresswoman Linda Sánchez (CA-38) as Chair for the 2026 cycle. Chairwoman Sánchez, the first woman to chair CHC BOLD PAC, led efforts to elect the largest Democratic CHC in history by adding seven new CHC members in the last election. Under Chairwoman Sánchez’s leadership, CHC BOLD PAC has been a driving force in the 2024 cycle, investing $6.5 million in independent expenditures—the largest in BOLD’s history. She also led Our ‘Lucha War Room,’ a first-of-its-kind rapid-response initiative, reaching out to Latino voters with content in both Spanish and Spanglish, cutting through the noise with culturally resonant messaging. "It is an honor to continue leading CHC BOLD PAC as we work to ensure Congress reflects the diversity of the people it represents," said CHC BOLD PAC Chairwoman Linda Sánchez . "Our mission is clear: to build on our progress, elect Latino and Latina leaders who will fight for working families, and advance policies that uplift every community. We’re ready to take back the House and Senate and stand firm against Trump’s divisive attacks on the Latino community. I’m ready to roll up my sleeves, defend our incumbents, and ensure Latino and Latina candidates have the support and resources they need to win nationwide." REP. LINDA SÁNCHEZ A former labor lawyer, mom, and proud daughter of immigrants from Mexico, Congresswoman Linda Sánchez represents California’s 38th congressional district. Prior to being elected to Congress, Congresswoman Sánchez worked for the International Brotherhood of Electrical Workers (IBEW), where she began working on compliance cases for Orange County. As the first IBEW woman elected to Congress and co-founder of the House Labor and Working Families Caucus, she also worked to establish a pro-labor agenda in Congress while supporting workers' rights and American families. Congresswoman Sánchez’s strategic leadership and substantive policy expertise have been crucial to the progress House Democrats have achieved for working families. She has been a fierce guardian of Social Security and a strong advocate for the resources needed to improve the lives of all Americans. She has proven herself as a national leader on issues facing the Latino community, supporting both the Dream and Promise Act and a pathway for Dreamers to become citizens. Congresswoman Sánchez introduced the Gender Equality in Health Premiums Act. The plan prohibits health insurance providers from charging women higher prices than men and was passed as part of the Affordable Care Act in 2010. ### CHC BOLD PAC, the campaign arm of the Hispanic Caucus, was founded in 2001 to increase Latino representation in Congress. Since its founding, BOLD PAC has more than doubled the size of the Congressional Hispanic Caucus.
By Bold . November 13, 2024
FOR IMMEDIATE RELEASE: November 13, 2024 Contact: Karla Rodriguez Karla@chcboldpac.com CHC BOLD PAC Congratulates Representative Mike Levin On His Re-Election To California’s 49th District Washington, D.C. - Tonight, CHC BOLD PAC – the campaign arm of the Congressional Hispanic Caucus – congratulates Rep. Mike Levin on his re-election to California’s 49th Congressional District. CHC BOLD PAC Chairwoman Linda Sánchez issued the following statement on Rep. Levin’s victory: “Congressman Mike Levin is a proven leader when it comes to combating climate change and supporting veterans,” said CHC BOLD PAC Chairwoman Linda Sánchez . “I'm grateful for his leadership to reduce veteran homelessness and strengthen their economic opportunities. We’re looking forward to continuing serving alongside him in Congress.” CHC BOLD PAC CHC BOLD PAC is the campaign arm of the Congressional Hispanic Caucus (CHC) and is dedicated to increasing diversity in the House and Senate by helping more Latinos get elected. CHC BOLD PAC led an unprecedented effort in the 2024 cycle, investing $6.15 million in independent expenditures – the largest in BOLD’s history. Our ‘Lucha War Room,’ a first-of-its-kind rapid-response initiative, reached out to Latino voters with content in both Spanglish and Spanish, cutting through the noise with culturally resonant messaging. Thanks to these efforts, BOLD PAC helped secure seven new Democratic Latino members of Congress. ### CHC BOLD PAC, the campaign arm of the Hispanic Caucus, was founded in 2001 to increase Latino representation in Congress. Since its founding, BOLD PAC has doubled the size of the Congressional Hispanic Caucus.
By Bold . November 13, 2024
FOR IMMEDIATE RELEASE: November 12, 2024 Contact: Karla Rodriguez Karla@chcboldpac.com CHC BOLD PAC Congratulates Rep. Ruben Gallego On His Historic Win As The First Latino Senator In Arizona As The First Latino Senator In Arizona, Rep. Ruben Gallego Makes A Historic Win In The Senate Washington, D.C. - Today, CHC BOLD PAC – the campaign arm of the Congressional Hispanic Caucus – congratulates Rep. Ruben Gallego on his election to become Arizona’s first Latino Senator. CHC BOLD PAC Chairwoman Linda Sánchez issued the following statement on Rep Ruben Gallego’s victory: "Ruben Gallego is a trailblazer and today, he adds yet another achievement: becoming the first Latino Senator from Arizona, " said CHC BOLD PAC Chairwoman Linda Sánchez . "From bringing jobs to Arizona, to expanding health care access and protecting our reproductive freedoms, Senator-elect Gallego is a relentless advocate for working families. His pivotal role ensures Senate Democrats can keep fighting for the issues that matter most to Americans." “BOLD PAC is especially proud of the role we played in his historic election. We invested over $1.2 Million to help mobilize Latino, and especially Latina, voters in Arizona, the largest single investment in our 23 year history. Ruben has dedicated his career to fighting for our community, from leading ballot initiatives as a Phoenix organizer to serving in the State House, Congress, and even as a former Chair of BOLD PAC. We look forward to all he will do to continue fighting for the Latino community, and all Americans, in the Senate.” CHC BOLD PAC CHC BOLD PAC is the campaign arm of the Congressional Hispanic Caucus (CHC) and is dedicated to increasing diversity in the House and Senate by helping more Latinos get elected. CHC BOLD PAC led an unprecedented effort in the 2024 cycle, investing $6.15 million in independent expenditures – the largest in BOLD’s history. Our ‘Lucha War Room,’ a first-of-its-kind rapid-response initiative, reached out to Latino voters with content in both Spanglish and Spanish, cutting through the noise with culturally resonant messaging. Thanks to these efforts, BOLD PAC helped secure seven new Democratic Latino members of Congress. ### CHC BOLD PAC, the campaign arm of the Hispanic Caucus, was founded in 2001 to increase Latino representation in Congress. Since its founding, BOLD PAC has doubled the size of the Congressional Hispanic Caucus.
By Bold . November 12, 2024
FOR IMMEDIATE RELEASE: November 9, 2024 Contact: Karla Rodriguez Karla@chcboldpac.com CHC BOLD PAC Congratulates Representative Marie Gluesenkamp Perez on Her Re-Election To Washington's 3rd District Washington, D.C. - Today, CHC BOLD PAC – the campaign arm of the Congressional Hispanic Caucus – congratulates Rep. Marie Gluesenkamp Perez on her re-election to Washington's 3rd Congressional District. CHC BOLD PAC Chairwoman Linda Sánchez issued the following statement on Rep. Gluesenkamp Perez’s victory: “Congresswoman Marie Gluesenkamp Perez is a dedicated advocate for working families and small business owners like herself,” said CHC BOLD PAC Chairwoman Linda Sánchez . “Her work on the House Small Business Committee has been vital in supporting small businesses and empowering local entrepreneurs. I am grateful for her leadership, and we are eager to continue partnering with her in Congress to ensure that every family has the opportunity to succeed.” CHC BOLD PAC spent over $6.15 million on its independent expenditure arm in support of Latino incumbents and congressional candidates. This is the largest sum of independent expenditure investments in BOLD PAC’s 23-year history. It includes over $160,000 of investments in support of Marie Gluesenkamp Perez. CHC BOLD PAC CHC BOLD PAC is the campaign arm of the Congressional Hispanic Caucus (CHC) and is dedicated to increasing diversity in the House and Senate by helping more Latinos get elected. CHC BOLD PAC led an unprecedented effort in the 2024 cycle, investing $6.15 million in independent expenditures – the largest in BOLD’s history. Our ‘Lucha War Room,’ a first-of-its-kind rapid-response initiative, reached out to Latino voters with content in both Spanglish and Spanish, cutting through the noise with culturally resonant messaging. Thanks to these efforts, BOLD PAC helped secure six new Democratic Latino members of Congress. ### CHC BOLD PAC, the campaign arm of the Hispanic Caucus, was founded in 2001 to increase Latino representation in Congress. Since its founding, BOLD PAC has doubled the size of the Congressional Hispanic Caucus.
By Bold . November 12, 2024
FOR IMMEDIATE RELEASE: November 9, 2024 Contact: Karla Rodriguez Karla@chcboldpac.com CHC BOLD PAC Congratulates Representative Andrea Salinas On Her Re-Election To Oregon’s 6th District Washington, D.C. - Today, CHC BOLD PAC – the campaign arm of the Congressional Hispanic Caucus – congratulates Rep. Andrea Salinas on her re-election to Oregon’s 6th Congressional District. CHC BOLD PAC Chairwoman Linda Sánchez issued the following statement on Rep. Salina’s victory: “Congresswoman Andrea Salinas has been a champion in the fight against climate change, expanding access to health care, and protecting reproductive rights,” said CHC BOLD PAC Chairwoman Linda Sánchez . “Her leadership has been instrumental in supporting Oregon’s farmers producers while lowering food costs and standing up for rural communities. We are so proud of the early role we played in getting her first elected in 2022. I’m deeply grateful for her tireless efforts, and we look forward to continuing our work alongside her in Congress to uplift and protect the people we represent.” CHC BOLD PAC spent over $6.15 million on its independent expenditure arm in support of Latino incumbents and congressional candidates. This is the largest sum of independent expenditure investments in BOLD PAC’s 23-year history. It includes over $600,000 of investments in support of Andrea Salinas. CHC BOLD PAC CHC BOLD PAC is the campaign arm of the Congressional Hispanic Caucus (CHC) and is dedicated to increasing diversity in the House and Senate by helping more Latinos get elected. CHC BOLD PAC led an unprecedented effort in the 2024 cycle, investing $6.15 million in independent expenditures – the largest in BOLD’s history. Our ‘Lucha War Room,’ a first-of-its-kind rapid-response initiative, reached out to Latino voters with content in both Spanglish and Spanish, cutting through the noise with culturally resonant messaging. Thanks to these efforts, BOLD PAC helped secure six new Democratic Latino members of Congress. ### CHC BOLD PAC, the campaign arm of the Hispanic Caucus, was founded in 2001 to increase Latino representation in Congress. Since its founding, BOLD PAC has doubled the size of the Congressional Hispanic Caucus.
By Bold . November 12, 2024
FOR IMMEDIATE RELEASE: November 8, 2024 Contact: Karla Rodriguez Karla@chcboldpac.com CHC BOLD PAC Congratulates 6 New Latino Democrats on their Historic Elections to Congress Washington, D.C. - Tonight, CHC BOLD PAC – the campaign arm of the Congressional Hispanic Caucus – congratulates 6 Latino Democratic candidates in their historic elections to Congress and on their historic victory. These Members-elect, alongside the current Members of the Congressional Hispanic Caucus, will fight to deliver for all American families. “Latinos made history on Tuesday. We are excited to welcome these 6 new Latino Democrats to Congress next year and are proud of the crucial role BOLD PAC played in their historic victories,” said CHC BOLD PAC Chairwoman Linda Sánchez . “These candidates are trailblazers that have broken barriers and will be fearless advocates for their communities. BOLD PAC’s mission is to diversify Congress and this cycle, we doubled down on our efforts by recruiting strong Latino candidates across the country and making sure they had the resources they needed to succeed. We’re eager to stand alongside them to fight for our communities in Congress.” BOLD PAC transferred over $6.15 Million to its independent expenditure in support of Latino incumbents and congressional candidates. This is the largest sum of independent expenditure investments in BOLD PAC’s 23-year history. These candidates represent the diversity of the Latino community and are fearless trailblazers who have achieved historic firsts for their communities in the 2024 elections: Sam Liccardo (CA-16) will be the first Latino representing Northern California in 120 years. Luz Rivas (CA-29) will be the first Latina to represent California’s 29th Congressional District. Gil Cisneros (CA-31) will represent California’s 31st Congressional District. Nellie Pou (NJ-09) will be the first Latina to represent New Jersey at the federal level. Emily Randall (WA-06) will be the first Queer Latina elected to Congress. Pablo José Hernández Rivera will be the Resident Commissioner of Puerto Rico. CHC BOLD PAC CHC BOLD PAC is the campaign arm of the Congressional Hispanic Caucus (CHC) and is dedicated to increasing diversity in the House and Senate by helping more Latinos get elected. CHC BOLD PAC led an unprecedented effort in the 2024 cycle, investing $6.15 million in independent expenditures – the largest in BOLD’s history. Our ‘Lucha War Room,’ a first-of-its-kind rapid-response initiative, reached out to Latino voters with content in both Spanglish and Spanish, cutting through the noise with culturally resonant messaging. Thanks to these efforts, BOLD PAC helped secure six new Democratic Latino members of Congress. ### CHC BOLD PAC, the campaign arm of the Hispanic Caucus, was founded in 2001 to increase Latino representation in Congress. Since its founding, BOLD PAC has doubled the size of the Congressional Hispanic Caucus.
By Bold . November 12, 2024
FOR IMMEDIATE RELEASE: November 7, 2024 Contact: Karla Rodriguez Karla@chcboldpac.com CHC BOLD PAC Congratulates Pablo José Hernández Rivera On His Election As The Resident Commissioner of Puerto Rico Washington, D.C. - Today, CHC BOLD PAC – the campaign arm of the Congressional Hispanic Caucus – congratulates Pablo José Hernández Rivera on his election as the Resident Commissioner of Puerto Rico. CHC BOLD PAC Chairwoman Linda Sánchez issued the following statement on Pablo José Hernández Rivera’s victory: “BOLD PAC is thrilled to congratulate Pablo José Hernández Rivera on his victory as the Resident Commissioner of Puerto Rico. Pablo José has spent his career fighting for our working families,” said CHC BOLD PAC Chairwoman Linda Sánchez . “We are confident that Pablo José’s leadership and unwavering commitment to his community will continue to make a lasting difference for Puerto Ricans.” CHC BOLD PAC CHC BOLD PAC is the campaign arm of the Congressional Hispanic Caucus (CHC) and is dedicated to increasing diversity in the House and Senate by helping more Latinos get elected. CHC BOLD PAC led an unprecedented effort in the 2024 cycle, investing $6.15 million in independent expenditures – the largest in BOLD’s history. Our ‘Lucha War Room,’ a first-of-its-kind rapid-response initiative, reached out to Latino voters with content in both Spanglish and Spanish, cutting through the noise with culturally resonant messaging. Thanks to these efforts, BOLD PAC helped secure six new Democratic Latino members of Congress. ### CHC BOLD PAC , the campaign arm of the Hispanic Caucus, was founded in 2001 to increase Latino representation in Congress. Since its founding, BOLD PAC has more than doubled the size of the Congressional Hispanic Caucus.
By Bold . November 12, 2024
FOR IMMEDIATE RELEASE: November 6, 2024 Contact: Karla Rodriguez Karla@chcboldpac.com CHC BOLD PAC Congratulates Emily Randall on Her Historic Election to Washington's 6th District Washington, D.C. - Tonight, CHC BOLD PAC – the campaign arm of the Congressional Hispanic Caucus – congratulates Emily Randall on her historic election to Washington’s 6th Congressional District. CHC BOLD PAC Chairwoman Linda Sánchez issued the following statement on Emily Randall’s victory: “BOLD PAC is proud to congratulate Emily Randall on her historic victory as the first openly LGBTQ member of the Washington State Congressional delegation and the first queer Latina to ever serve in Congress,” said CHC BOLD PAC Chairwoman Linda Sánchez . “Her leadership will bring much-needed representation to Congress, and we are confident she will be a powerful advocate for inclusivity, justice, and opportunity for all. BOLD PAC is excited to stand alongside her as she makes history and continues her work for the people of Washington.” CHC BOLD PAC CHC BOLD PAC is the campaign arm of the Congressional Hispanic Caucus (CHC) and is dedicated to increasing diversity in the House and Senate by helping more Latinos get elected. CHC BOLD PAC led an unprecedented effort in the 2024 cycle, investing $6.15 million in independent expenditures – the largest in BOLD’s history. Our ‘Lucha War Room,’ a first-of-its-kind rapid-response initiative, reached out to Latino voters with content in both Spanglish and Spanish, cutting through the noise with culturally resonant messaging. Thanks to these efforts, BOLD PAC helped secure six new Democratic Latino members of Congress.. ### CHC BOLD PAC, the campaign arm of the Hispanic Caucus, was founded in 2001 to increase Latino representation in Congress. Since its founding, BOLD PAC has doubled the size of the Congressional Hispanic Caucus.
By Bold . November 12, 2024
FOR IMMEDIATE RELEASE: November 6, 2024 Contact: Karla Rodriguez Karla@chcboldpac.com BOLD PAC Congratulates Gil Cisneros On His election To California's 31st District Washington, D.C. - Today, CHC BOLD PAC – the campaign arm of the Congressional Hispanic Caucus – congratulates Gil Cisneros on his election to California's 31st Congressional District. CHC BOLD PAC Chairwoman Linda Sánchez issued the following statement on Gil Cisneros’s victory: “BOLD PAC is thrilled to congratulate Gil Cisneros on his victory in California’s 31st Congressional District. Gil has spent his career protecting our communities from gun violence and fighting for our working families,” said CHC BOLD PAC Chairwoman Linda Sánchez . “We are confident that Gil’s leadership and unwavering commitment to his community will continue to make a lasting difference for Californians.” CHC BOLD PAC CHC BOLD PAC is the campaign arm of the Congressional Hispanic Caucus (CHC) and is dedicated to increasing diversity in the House and Senate by helping more Latinos get elected. CHC BOLD PAC led an unprecedented effort in the 2024 cycle, investing $6.15 million in independent expenditures – the largest in BOLD’s history. Our ‘Lucha War Room,’ a first-of-its-kind rapid-response initiative, reached out to Latino voters with content in both Spanglish and Spanish, cutting through the noise with culturally resonant messaging. Thanks to these efforts, BOLD PAC helped secure six new Democratic Latino members of Congress. ### CHC BOLD PAC, the campaign arm of the Hispanic Caucus, was founded in 2001 to increase Latino representation in Congress. Since its founding, BOLD PAC has doubled the size of the Congressional Hispanic Caucus.
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