From this week the government launches a package of advertising campaigns in an attempt to stop that of the president ().
The offensive will have three major axes: advertising on exemption of up to R $ 5,000, Brazilian nationalism and defense of large programs, such as Popular Pharmacy and Step.
In January, at the first ministerial meeting of 2025, the newly deposed Sidônio Palmeira, holder of Secom (Secretariat of Communication), presented a schedule to reversal the board within three months. The deadline ends in April.
According to government approval is 24%, the lowest rate in Lula’s three terms, against 41% rejection, also a record.
The exemption of income tax for those who earn up to $ 5,000 is one of the vedetes of this communication countereight. The pieces will be released on digital and radio and TV. In charge of the National Agency, the disclosure began this Thursday (20).
A government wing even advocated the postponement of this campaign by evaluating that it could be confused with the 2025 Income Tax return, which began on the 17th. But understanding that is better to already publish it.
Even before taking office, Sidonio argued that the campaign was aired amid the fiscal adjustment announced by the economic team. But the Minister of Finance, (PT), opposed the argument that the proposal had not even been sent to and was subject to changes in Parliament.
Lula assistants hope to improve the agent’s popularity with the middle class with the proposal, which arrived in the House of Representatives on Wednesday (19).
On Thursday afternoon, cards and videos started running on social networks about the project. The main motto is that the proposal is justice, remembering that compensation will be due to the taxation of the richest.
“Do you know what is fair? Lowest, less imposed, and a little more contribution from those who earn much more. That’s what will come true in our country,” says one of the Facebook posts, with information that the government sent the project to Congress.
Advertisements also note that those who earn between $ 5,000 and $ 7,000 will have partial exemption. In such cases, the discount on the tax payable will be decreasing until it zero.
In one of the cards, the government compares how it is today and how it will be next year, if the proposal is approved, for four different professionals: driver, teacher, self -employed professional and nurse.
In addition to IR, the government will launch a campaign with the brand “Brazil of Brazilians”, described as an attempt to pierce the bubble of pocket voters and resume national symbols.
The phrase is the same as the blue cap used by governors, during the elections in the House, which generated a dispute between the base and the opposition in the plenary in February.
According to government members, the campaign will seek to value the Brazilian people, as they deal with everyday life, with a tone of empathy with the next. She will have the face that the Lula 3 government will seek to pass.
Produced by Calia and launched for the second (23), the campaign alludes to regional differences to point out that, in common, there is a pride of being Brazilian.
This campaign will be divided into three stages, and round in different states, starting with Bahia – the state of the ministers of Secom and the Civil House, and one of the main petist strongholds.
The idea of the Plateau was to have started to convey this campaign for months, but it was postponed in the face of successive crises, such as the Pix and the price of food.
On another front, there will be a third campaign – produced in partnership by Nacional and the new S/B – the balance of the two years of the government. The idea is to show programs such as Popular Pharmacy and Step as a conquest of all Brazilians.
The government is also preparing a campaign whose motto is “Prospera more”. The idea is to gather measures aimed at entrepreneurs. The strategy includes the distribution of material to base parliamentarians and government supporters.
Advertising in April and May also serves to calculate the annual average that will serve as the basis for the first half of 2026, an election year. If the government does not spend the money reserved for advertising until May, the date of expiration of the contracts, the quota it is entitled to next year.
In a closed meeting with advisors on the 14th, the minister presented a new slogan, charged organization and unification of communication and said he does not think because he needs to win 2025 to the president.
He also announced the holding of an event attended by Lula and Ministers on April 2 to present a balance of deliveries of two years of management.
According to him, the meeting, which will take place at the Ulysses Guimarães Convention Center in Brasilia, will have “Brazil turning around” as a motto. It will not replace the current government slogan, “union and reconstruction”, which, however, has its reformulation studied by Secom.
The event is one of the government’s footsteps to try to shed light on what its representatives see as management points and management and also reverse the president’s fall of popularity.
