Campaign features new slogan “Government of Brazil alongside the Brazilian people” and talks about social programs and the exemption of IR to those who earn up to R $ 5,000, a project that Planalto will approve with the help of Centrão
The government of the president (PT) launched on Sunday (31.2025) an advertising film in which he exalts the patriotic discourse in favor of Brazil’s sovereignty in opposition to the tariff imposed by the United States to Brazilian products. The advertising is 1 minute and 29 seconds and was published in federal administration profiles on social networks.
In an electoral tone, advertising was designed by the Minister of the Secretariat of Social Communication of the Presidency of the Republic, Sidônio Palmeira, 67, that the position in early 2025 with the mission of oxygenating Lula’s marketing strategy. The Plateau is “Government of Brazil alongside the Brazilian people”.
Watch the campaign video (1min42s):
In the film, several social programs are cited, which aim to benefit a part of the electorate that Lula seeks to bring to his field in the 2026 election, when he intends to win a 4th term. One of these programs is focused on the middle class, which oscillates between having and not adherent to petist ideas. This is the bill that will exempt from income tax payment all Brazilians who earn up to $ 5,000 per month.
This exemption from IR is being played by the Government and the Centrão parties, with the support of the presidents of the House (Republicans-PB), and the Senate, (Brazil-AP Union). There is a movement of opposition parties to approve the exemption of IR without giving the government ways to compensate for the loss of revenue – the Minister of Finance, wants to tax dividends, for example, who today do not pay taxes when granted.
But even if the centrão can withdraw from the government the compensation for the loss of tax collection, what matters to Lula is that about 10 million Brazilians will stop paying to go and this must have a positive impact on the petista at the polls in 2026.
In addition to the exemption of going up to R $ 5,000, Sidonian Palmeira’s propaganda to Lula talks about the following social programs and indicators, always in a patriotic tone and evoking the sovereignty of Brazil:
- Sick – 4 million young people beneficiaries (each can receive, throughout high school, a total of);
- job – says 2 million left Bolsa Familia because “They got income”;
- Sovereign Brazil Plan – Protects companies against the effects of Donald Trump’s tariff, offering with all tax payers.
