Lula da Silva campaign used Javier Milei as a cautionary figure

The communication strategy behind Luiz Inácio Lula da Silva’s reelection in Brazil focused on capturing undecided voters through a “phygital” approach, combining physical street presence with intense social media activism.

Rafael Marroquim, a member of the Nordx communication team, explained that the campaign successfully reframed the political image of Argentine President Javier Milei. By highlighting Milei’s economic cuts, the campaign aimed to create a “geography of fear,” warning Brazilian voters that similar austerity measures could affect them personally.

To counter the digital dominance of Bolsonarism, the campaign utilized a massive digital army, including a WhatsApp broadcast group managed by Federal Deputy André Janones that reached ten million people. This strategy targeted the estimated 15% of the electorate that remained undecided during the highly polarized election.