Bernie Sanders’s Nevada caucus campaign ended with a convincing win Saturday afternoon, thanks in large measure to a 37-percentage-point victory among Latino caucus-goers. Many are not yet citizens. But the seeds of that victory were sown five years ago when a staffer on Sanders’s first presidential bid had trouble reading a Spanish website.
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It was Memorial Day weekend 2015, about a month after the Vermont senator launched his long-shot challenge to Hillary Clinton. Sanders was short on resources; his staff was a skeleton crew, with no one who could translate Spanish. So the campaign summoned Chuck Rocha, the founder and president of Solidarity Strategies, a consulting firm specializing in reaching Latinos and blacks that was launched by Rocha in 2010. He charged Sanders triple his usual rate to work on the holiday.
“I remember sending him an invoice for $824, which was a big invoice for me,” Rocha told Yahoo News in an extensive interview five days before the Nevada caucus. “Little did I know that that $800 invoice would turn into millions and millions of dollars of work for Bernie Sanders.”
In the summer of 2015, Black Lives Matter protesters interrupted two Sanders events, claiming the candidate wasn’t paying enough attention to racial issues. Jeff Weaver, the 2016 campaign manager, hired Solidarity Strategies to ensure that the senator’s work was, as Rocha put it, “reflective of the larger diverse communities.” Soon Rocha was consulting on minority hiring, outreach and advertising for Sanders. By the end of the race he was in charge of all of the campaign’s print communications.
Now Rocha, a 51-year-old self-described “Mexican redneck” who campaigns wearing a cowboy hat and driving a rented pickup truck, has become a leader of Sanders’s 2020 operation. While he remains in charge of his firm, Rocha officially joined the campaign last year as a senior adviser with a broad purview that includes general strategy, hiring staff and overseeing print ads and merchandise. Rocha also crafts the campaign’s Spanish-language ads on television, radio and the internet. If anyone is responsible for the huge Latino outreach effort that has helped propel Sanders to the front of the Democratic pack, it’s Rocha.
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