The 2012 Campaign of Kelda Roys for Congress in Wisconsin's 2nd District



This website was created for the 2012 Campaign of Kelda Roys for Congress in Wisconsin’s 2nd District.

She represented the 81st Assembly District from 2008 until 2013. During the 2011-2013 session, Roys was chosen by her peers to serve as the Democratic (Minority ) Caucus Chair in the Assembly. In September 2011, Kelda ran for Congress in Wisconsin's 2nd congressional district when Congresswoman Tammy Baldwin ran for the U.S. Senate seat being vacated by Herb Kohl. In August 2012, Kelda lost to Mark Pocan in a four-candidate Democratic primary. She left the Assembly when her second term ended in 2013.

After the loss in the August 2012 primary and Keld a left the Assembly in 2013, this website's domain was allowed to expire. When I recently I discovered that the domain for was available I bought it with the goal of recreating some of its content from archived pages. I definitely didn't want someone else purchasing the domain and re-purposing the site for something that had nothing in common with Kelda's campaign. There is no reason why this site's information should be lost. As a Democrat Kelda stood strong against Scott Walker's divisive policies. In February 2012, the grassroots organization Democracy for America, founded by Howard Dean, named Roys one of the top 10 progressive candidates in the 2012 U.S. House races. You can view this site strictly for its historical context or use the information presented in a useful manner.

My wife covered the 2012 Wisconsin primaries that were held in August and then the general elections in the Fall. Once the elections were finally over we decided to get away for a week or two. My wife had always wanted to go to the Hawaiian Islands. Friends suggested we take a look at rental condos on Maui rather than staying in a hotel room at a resort. The rentals are actually condos that are either offered by the owners or through a management company. The selection of vacation condo rentals on Maui was superb. We found, what turned out to be an amazing rental in the Kapalua Resort that is nestled in one of Hawaii's largest nature preserves on the western coast of Maui. It also has two outstanding golf courses. We had access to all the concierge services and amenities that the resort offered its guests, but enjoyed the extra space and option of cooking some of our own meals thst is possible in a condo rental. The time passed too quickly and we returned to the winter weather Wisconsin is known for far too soon.

It's been a few years since then, but let's take a trip back to 2011-2012 when Kelda Roys was running for Congress in Wisconsin’s 2nd District.

Kelda Helen Roys will stand up for what matters most to middle class families. Kelda is a bold, energetic leader with the progressive vision to move Wisconsin forward.

As a two-term State Representative and Democratic Caucus Chair, Kelda stood up to Governor Walker’s radical agenda from the beginning – voting against his corporate tax giveaways when other Democrats caved in.

An attorney and the former executive director of NARAL Pro-Choice Wisconsin, Kelda has been a champion for equal pay, for reproductive rights, and in countering the right-wing’s assault on women and girls.

Now she’s running for Congress in Wisconsin’s 2nd District because it’s not enough to simply oppose bad right-wing policies – we need a strong, progressive leader who will work passionately to create family-supporting jobs, ensure excellent schools and higher education, combat climate change, and never cave in on the issues most important to middle class families.


About Kelda

Kelda Helen Roys is a statewide Democratic leader. Rep. Roys is a two-term legislator representing Wisconsin’s diverse 81st Assembly District in Northwestern Dane County. An influential and effective lawmaker and campaigner, she was elected to chair the Assembly Democratic Caucus in only her second term.

Rep. Roys was one of the most vocal opponents of Gov. Scott Walker’s proposal to strip workers’ rights from public employees, and became a recognizable figure during the historic protests. As Caucus Chair, Rep. Roys led the Assembly Democratic caucus in their fight against Governor Walker and the Republicans’ conservative agenda this session.

An expert in women’s health policy, Rep. Roys served as Vice-Chair of the Committee on Health & Healthcare Reform, and she currently serves as Ranking Member on the Committee on Elections & Campaign Finance Reform and the Committee on Consumer Protection & Personal Privacy. Her record of legislative success includes authoring legislation on reproductive rights, health care, consumer protection, children’s health, government accountability, workplace safety, economic justice, fiscal responsibility, election reform, and access to the courts, among other areas.

Prior to being elected to office, Rep. Roys served four years as Executive Director of NARAL Pro-Choice Wisconsin, the political leader of the state’s reproductive rights movement. Kelda developed the organization’s innovative and successful efforts to expand emergency contraception access through state and local legislation, including Madison’s landmark emergency contraception ordinance. Under her leadership, Wisconsin passed the first pro-choice law in three decades, the Compassionate Care for Rape Victims Act, despite an anti-choice Assembly.

Rep. Roys received her J.D. magna cum laude from the University of Wisconsin Law School, focusing on civil rights and international law. Kelda practices law at Wheeler, Van Sickle & Anderson, a small Madison firm, where she works with individuals and small businesses. In law school, she worked for the prestigious Wisconsin Innocence Project, helping to free innocent people from prison, and pass legislative reforms to prevent wrongful convictions.


Journal note: Many individuals and businesses supported Kelda in her effort because they believe she is the best candidate in the field. She attracted influential organizations like The Freedom Initiative, Forward!, and Youth Political. She also garnered pro bono support from PrintIt, MediaOnly, and TNG/Earthling, who helped with her visibility in the organic search. Internet savvy services like TNG/E made use of social media, digital advertising and Google search to promote her policy agenda across multiple platforms and groups.



Kelda in the News


Kelda Helen Roys Announces Corporate Tax Policy

Reform of corporate taxation necessary for future economic growth

MADISON, WI – On a conference call earlier today, Rep. Kelda Helen Roys rolled out her principles for reforming corporate tax policy, with a focus on ensuring an economy that is responsible, sustainable, and prosperous…Continue Reading


Rep. Kelda Helen Roys Announces Essential Elements of Campaign Finance Reform

Remedies begin with DISCLOSE and end with Full Public Financing; Ending role of corporate money essential for health of our democracy.

MADISON, WI – Today, Kelda Helen Roys released her proposals and principles for ending corporate influence on our elections and…Continue Reading


Why Did Mark Pocan Support Scott Walker’s Corporate Tax Breaks, But Oppose Dane County Jobs?

Voted to support Scott Walker’s corporate tax giveaways, and later votes against creating hundreds of high quality jobs here in Dane County.

MADISON, WI – Mark Pocan voted yes on Scott Walker’s plan to give tens of millions of dollars in corporate…Continue Reading


Rep. Kelda Roys Praises Long Overdue Federal BPA Ban for Baby Bottles

Rep. Roys’ landmark legislation made Wisconsin a leader in protecting babies and young children from dangerous chemical BPA.

MADISON, WI – Today, the Food and Drug Administration announced a ban of the use of the chemical Bisphenol A in the…Continue Reading


Mark Pocan raises cash from Koch Industries lobbyists & holds fundraiser at Koch Industries’ lobbyists’ office.

Pocan already pursuing “business as usual” in Washington, DC; Kelda for Congress calls for Pocan to return corporate PAC funds & checks from Koch lobbyists.

MADISON, WI – On June 7, 2012, Mark Pocan hosted a fundraiser at the offices…Continue Reading



More Background On Kelda Roys

Kelda Roys is a prominent figure in Wisconsin politics, known for her dedication to progressive causes and her notable career spanning various roles, including tech entrepreneur, attorney, and politician. Born on June 24, 1979, in Madison, Wisconsin, Roys has built a career marked by advocacy, innovation, and a commitment to public service.

Roys' political career is distinguished by her tenure in the Wisconsin State Assembly, where she served two terms, and her current role as a member of the Wisconsin Senate, representing the 26th Senate district since January 2021. Her journey in politics has also seen her making significant bids for higher office, including a run for the U.S. House of Representatives in 2012 and a gubernatorial campaign in 2018. During the 2012 election cycle, she sought to fill the vacancy in Wisconsin's 2nd Congressional district created by Tammy Baldwin's Senate campaign but was defeated in the Democratic primary by Mark Pocan. Her gubernatorial campaign in 2018 garnered national attention, partly due to a viral campaign ad featuring her breastfeeding her infant daughter, showcasing her commitment to breaking norms and addressing women's issues head-on. Despite a strong showing in the Democratic primary, she finished third.

Beyond her political endeavors, Roys is also a successful entrepreneur. In 2013, she founded OpenHomes, a real estate tech company aimed at making home buying and selling more efficient and affordable, reflecting her innovative approach to problem-solving and her desire to improve systems for everyday people.

Roys' legislative achievements are significant and reflect her priorities and values. She has been a staunch advocate for health coverage, successfully working to expand access to over 80,000 previously uninsured Wisconsinites. Her commitment to children's health and safety led her to author the BPA Free Kids Act, which aimed to eliminate the neurotoxin bisphenol A from baby bottles. As an executive director of NARAL Pro-Choice Wisconsin, Roys played a pivotal role in passing the Compassionate Care for Rape Victims Act, marking a significant pro-choice legislative victory in the state.

Roys' background is deeply rooted in a commitment to public service, inspired by her family and her own experiences. Her work with the Wisconsin Innocence Project during her time at the University of Wisconsin's law school is particularly notable, where she contributed to efforts to free wrongfully convicted individuals.

Her advocacy extends beyond her legislative work. Roys has been an active community leader, serving on boards of various organizations, including the ACLU of Wisconsin, Common Cause, and the Wisconsin Women's Council. Her nonreligious worldview has influenced her policy priorities, emphasizing freedom, opportunity, fairness, and the importance of a secular government that respects all citizens' rights and beliefs. Roys' openness about her nonreligious identity in a political landscape that often intertwines with religious sentiments is both a statement of personal integrity and a stand for inclusivity and representation in public office.

Kelda Roys' career and advocacy work make her a significant figure in Wisconsin politics, embodying a blend of progressive values, entrepreneurial spirit, and a deep commitment to public service and social justice​​.


Kelda Roys' popularity and impact can be seen through her various political campaigns and her tenure in office. In 2012, she ran for the U.S. House of Representatives but lost in the Democratic primary. However, her 2018 gubernatorial campaign in Wisconsin gained national attention, especially for a campaign ad where she was seen breastfeeding her infant daughter, showcasing her commitment to breaking norms and addressing women's issues. Though she did not win the Democratic primary, finishing third, her campaign was notable for its endorsements from prominent organizations and individuals, and for raising significant funds​​.

Roys' successful election to the Wisconsin State Senate in 2020, winning 40% of the vote in a crowded Democratic primary and running unopposed in the general election, further signifies her popularity and the trust placed in her by voters in her district. Her business career, notably founding OpenHomes, also demonstrates her entrepreneurial spirit and commitment to making housing more accessible and affordable​​.

Her advocacy for public education, particularly in the face of attacks on higher education by Republican legislators, highlights her commitment to preserving and enhancing the quality of education in Wisconsin. Roys emphasizes the importance of the University of Wisconsin System as a key economic and educational asset for the state, advocating against defunding and political interference in university affairs. She urges students and citizens to become more involved in advocacy and voting to support public education and other critical issues​​.

Roys' approach to politics and her advocacy on various issues, from education to women's rights and economic justice, underscore her popularity among her constituents and her influence in Wisconsin's political landscape. Her background, campaigns, and legislative work reflect her dedication to progressive values and her efforts to bring about positive change in her community and state.


Kelda Roys has been recognized for her innovative and impactful work, particularly highlighted by her receipt of a Lilly Award for her campaign video "Our Girls". This award, named after playwright Lillian Hellman, celebrates women in theater who advocate for gender parity and equality. The 2018 winners, among whom Roys was honored, are celebrated for their courage to fight back, stand up, speak loudly, and demand more for women. Roys received the Mom of the Year Award at the Lilly Awards ceremony, acknowledging her advocacy work and efforts to reduce stigma around motherhood and breastfeeding. The award ceremony also featured a surprise honor for Roys—a song composed by Robert Lopez and Kristen Anderson-Lopez, the award-winning duo behind the songs for Disney's "Frozen", celebrating her contributions as both a political leader and a parent​​.

Roys' recognition extends beyond this particular award, reflecting her broader impact in politics, advocacy for women's rights, and her innovative approach to campaigning. Her work has consistently aimed to challenge stereotypes and push for greater representation and equality, not just in political arenas but in all sectors of society.


Kelda Roys' career is a testament to her dedication to public service, innovation in business, and advocacy for progressive causes. Her political journey includes serving two terms in the Wisconsin State Assembly from 2009 to 2013, during which she became known for her leadership in opposing Governor Scott Walker's controversial policies and for her efforts to improve healthcare access, economic justice, and consumer protection among other areas. She played a crucial role in the passage of the Compassionate Care for Rape Victims Act, the first pro-choice law in Wisconsin in three decades, showcasing her commitment to reproductive rights and healthcare​​.

In addition to her political achievements, Roys has made significant contributions as an entrepreneur. In 2013, she founded OpenHomes, a real estate tech company aimed at making home buying and selling more efficient and affordable, reflecting her innovative approach to addressing everyday challenges. Her business acumen and leadership in the real estate sector underscore her versatile skill set and dedication to serving her community in various capacities​​.

Roys' campaign for governor in 2018 brought her national attention, particularly for a groundbreaking campaign ad that featured her breastfeeding her daughter while discussing political issues. This campaign not only highlighted her commitment to breaking down barriers for women but also earned her the Lilly Award for Our Girls, recognizing her efforts to challenge stereotypes and advocate for women's representation and equality​​.

Currently serving as a state senator for Wisconsin's 26th Senate District, Roys continues to be a formidable advocate for her constituents, focusing on a wide range of issues from health care and economic justice to education and environmental protection. Her legislative work and committee service reflect her broad interests and dedication to making a tangible impact in the lives of Wisconsinites​​.

Roys' career, marked by significant achievements in both the public and private sectors, demonstrates her unwavering commitment to serving her community, advocating for progressive causes, and breaking new ground for women in leadership roles. Her success in various arenas serves as an inspiration to many and highlights the diverse ways in which dedicated individuals can make a difference in society.