Archive · 7 Oct 2026
Lula Campaign Reworks Messaging Ahead of Brazil Runoff
Lula is getting ready for another round of Brazil’s presidential election.
He received fewer votes than Flavio Bolsonaro in the first round.
Lula’s team met to decide how to change its campaign messages.
It wants to reach people who did not vote and people who supported smaller candidates.
The team plans to warn that some social programs could be at risk if Bolsonaro wins.
Bolsonaro has said he would keep the Bolsa Familia cash-support program.
Lula’s campaign also wants left-leaning online influencers to help spread its messages.
Lula says he will make more short videos and give more radio interviews.
Lula finished about 2.2 million votes behind Flavio Bolsonaro in the first round, leaving him the underdog in the October 25 runoff.
Lula’s allies met in Brasília on Monday to discuss changing campaign communications and reaching voters who did not vote.
The campaign is considering a “fear strategy,” warning that a Bolsonaro presidency could threaten popular social programs.
The Workers’ Party is targeting more than 9 million voters who backed minor candidates and 33 million who abstained.
The campaign plans to recruit left-leaning social media influencers, while Lula has also promised more videos and radio interviews.
- Who
- President Luiz Inacio Lula da Silva, his Workers’ Party campaign, and rival Flavio Bolsonaro.
- What
- Lula’s campaign is regrouping and changing its messaging ahead of the presidential runoff.
- When
- The campaign meeting took place Monday, October 6; the runoff is scheduled for October 25.
- Where
- Brasília, Brazil.
- Why
- Lula finished behind Flavio Bolsonaro in the first round, and his campaign aims to persuade abstaining voters and supporters of minor candidates.
Lula campaign’s warning
Bolsonaro’s assurance
Future of social programs
Lula campaign’s warning
Lula’s campaign warns voters that a Bolsonaro presidency could put popular social benefits at risk.
Bolsonaro’s assurance
Bolsonaro has said he would keep Bolsa Familia and let recipients remain eligible after taking formal work or starting a business.
Campaign messaging
Lula campaign’s warning
Lula’s allies want more accessible outreach, including social media influencers, videos, and radio interviews.
Bolsonaro’s assurance
The article reports no response from Bolsonaro’s press office to a request for comment on the campaign changes.
- First-round result
- Lula finished nearly 2 percentage points, or about 2.2 million votes, behind Flavio Bolsonaro.
- Runoff date
- October 25.
- Abstentions
- About 33 million voters abstained in the first round.
- Minor-candidate voters
- More than 9 million voters backed minor candidates.
- Campaign approach
- Lula’s allies discussed a “fear strategy” focused on possible risks to social benefits.
- Bolsonaro’s pledge
- Bolsonaro said he would keep Bolsa Familia and allow recipients to remain on it after finding formal work or starting a business.
- Planned outreach
- The campaign plans to build a network of left-leaning influencers; Lula also said he would make more videos and do more radio interviews.