Distinct strategies in the decisive stretch
With less than a week until the first round, Luiz Inácio Lula da Silva (PT) and Flávio Bolsonaro (PL) adopt opposite approaches to win over slices of the electorate. The PT candidate seeks to regain 2022 votes, while the PL candidate pushes for the early useful vote among conservatives.
Lula directs efforts toward seniors, women heads of household and young people, in addition to trying to mobilize those who supported the broad front in previous elections. Datafolha data shows that 47% of women in this category intend to vote for him, against 27% for Flávio.
Flávio's appeal for the useful vote
On the other side, Flávio concentrates messages for voters of Augusto Cury (Avante), Ronaldo Caiado (PSD), Renan Santos (Missão) and Romeu Zema (Novo), who together add up to 14% in Quaest polls. The campaign avoided direct counterattacks and prioritizes trips to states with competitors from the same field.
A jingle with the refrain “the time is now” reinforces the urgency. The candidate also seeks to win back those who distanced themselves from Jair Bolsonaro, using messages that cite disappointment both with the former president and with Lula.
TV and social media programming
In electoral time, Lula recorded spots that mix cost of living, bets and criticism of the opponent's trajectory, in addition to excerpts from his speech at the UN. Flávio reduced mentions of the Master case and prioritized economy, debt and public security, leaving answers about Vorcaro for social media.
Free propaganda runs until October 1. If there is a second round, it returns on the 9th and runs until the 23rd, two days before the vote scheduled for October 25.
Monitoring unforeseen events
Flávio's team closely monitors the Dark Horse case, especially after the revelation that the candidate used, in January 2025, a jet linked to Daniel Vorcaro to return from the United States with his family. The candidate denies irregularities and claims to have believed the aircraft belonged to lawyer Willer Tomaz.