The federal government launched, this Sunday (21), an end-of-year advertising campaign that seeks to consolidate the narrative of overcoming in 2025 and reinforce agendas that should gain centrality in the political debate of 2026.
The material, shown on television and social media, presents the recent period as a cycle of facing economic and social obstacles, with an emphasis on actions led by Palácio do Planalto under the management of President Luiz Inácio Lula da Silva (PT).
The piece covers public policies and economic measures adopted throughout the year to support the idea of recovery. Among the points highlighted are programs aimed at income and education, initiatives in the health area and the expansion of commercial negotiation fronts abroad.
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The central message associates these movements with the recovery of confidence and the ability to react in the face of adverse scenarios. “Yes, we won. It was difficult. It’s never easy, right? But we don’t give up”, says an excerpt from the play.
In the economic field, the video makes indirect reference to trade tensions with the United States, without explicitly mentioning the country, by mentioning barriers erected to Brazilian trade and their subsequent partial reversal. The backdrop is the set of tariffs imposed on national products, which affected sectors such as agribusiness and higher value-added industries.
After months of impasse, the Brazilian government resumed dialogue with Washington, a process that included direct contacts between Lula and President Donald Trump, opening space for a reevaluation of the measures and the reduction of part of the surcharges.
The campaign also highlights fiscal and social commitments with strong popular appeal, such as expanding the Income Tax exemption range for lower incomes and removing Brazil from the Hunger Map.
At the same time, it highlights issues that are still being disputed in Congress, such as the end of the 6×1 work schedule without salary reduction, indicating that the government intends to keep these issues at the center of the political agenda.
By ending the message with a focus on the future, Planalto seeks to associate the results presented with the idea of continuity. The tone adopted suggests an attempt to transform recent achievements into political capital, reinforcing the image of a government that, despite the difficulties, positions itself as a protagonist of economic and social advances on the eve of the election year.
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