In one of the most competitive House races of 2024, a Republican candidate launched her website with a fully translated Spanish version. Her Democratic opponent—despite representing a district where over 60% of households speak Spanish—did not.
If you’re running in a diverse district, especially one with a large Latino population, cultural relevance isn’t a “nice to have.” It’s a must. Language access, community partnerships, and authentic messaging can be the difference between meaningful engagement and missed opportunities.
But here’s something campaigns often overlook: a direct translation is not enough. When you simply translate your English materials into Spanish, you’re assuming that your Spanish-speaking audience starts with the same baseline knowledge—and that’s a mistake.
Many Spanish-speaking voters are naturalized citizens who immigrated as adults. That means they grew up under different government systems with different rules. For example, in many Latin American countries, voter registration is automatic at 18, and there’s no need to update it when you move. So when we talk about things like “re-registering to vote” in the U.S., it doesn’t always land. Same with terms like “vote early”—in much of Latin America, voting only happens on one day (usually a Sunday, and often a holiday). So “vote early” might be interpreted as “vote at 8am,” not “vote two weeks before Election Day.”
If your messaging doesn’t reflect these differences in context and lived experience, you’re not truly engaging—you’re just translating.
Key Lessons for First-Time Candidates:
Representation goes beyond identity.
Even if you share a background with your community, your campaign still has to show up intentionally—through the languages you use, the visuals you choose, and the messengers you elevate.
Start early and stay consistent.
Latino voters aren’t a monolith, and trust isn’t built overnight. Don’t wait until GOTV to translate materials or show up in community spaces.
Invest in cultural fluency.
Hire local field staff who speak the language, understand the culture, and can help your campaign avoid tone-deaf or generic outreach. It also means recognizing that accent and regional slang matter. A Colombian accent may not feel familiar to a mostly Mexican-American community in Oregon. You need people who reflect the community’s voice, not just the language. That means explaining unfamiliar systems, clarifying key processes, and choosing words that connect.
Steps You Can Take:
Translate your website and top-performing emails into Spanish with cultural context in mind. Make sure translated content explains what’s unfamiliar—not just what’s being said.
Host events with community partners—churches, small businesses, advocacy groups—who already have trusted relationships.
Feature bilingual supporters in your videos, mailers, or social media to reflect the voices of your district.
Bottom Line:
Candidates who center cultural relevance in their strategy aren’t just being inclusive—they’re being smart. When you meet voters where they are, in the language and context that feels familiar, you open the door to deeper conversations and stronger support.
Enjoyed Sylvia’s take?
She’s the voice behind Latino Lens, where she breaks down politics with insight, impact, and a Latina lens. Get more on her Substack → https://latinolens.tonolatino.com/
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