The government (PT) allocated R$80 million to advertisements about the end of , when six days of work are followed by a day of rest.
The proposal to reduce working hours is, with an impact on the size of the campaign. The value is double the advertisement made in 2025 about those who receive up to R$5,000 per month, a measure that Lula’s allies (PT) below expectations in vote projections.
The funds were used by Secom (Secretariat of Social Communication) to produce the campaign with the motto “time with the family”, launched at the beginning of May. Approved by the Chamber on Wednesday (27), the PEC (Proposed Amendment to the Constitution) that ends the scale still needs to be approved by the Senate.
The campaign to end the 6×1 scale is still almost twice as large as the R$45 million allocated to promote the new edition of , which provides for debt renegotiation.
One of the propaganda videos states that previous discussions on labor rights were subject to opposition. “Against each of them, they said that Brazil was going to break. It didn’t break and rights were guaranteed,” says the government video.
The video also contrasts with the discourse that the change in working hours will bring economic losses: “Rested workers produce more, make fewer mistakes, last longer in their jobs. An exhausted country does not grow.”
The main piece ends with the slogan “the government of Brazil is on the side of the worker, on the side of the Brazilian people”.
In a note, Secom states that there is no plan to increase advertising values due to the end of the 6×1 scale and Desenrola. “In both actions, the broadcast will cover multiple media, going beyond TV and the internet”, says the ministry.
The secretariat declares that the distribution of advertisements observes “diversification of investments, audience, target audience profile and geographic coverage”, among other points. “The guideline aims to expand the scope of actions.”
After the approval in the Chamber of the PEC that reduces the scale of work, President Lula (PT) said that the measure is a “historical and civilizing achievement”.
“More than hours on the clock, we are giving back to workers the right to spend time with their families. To rest. To life beyond work. The two weekly days off mean more time to study, have fun, take care of your health and watch your children grow”, in a post on social media.
Budget for advertising
as to Sheet showed, last year it reached the highest amount committed since 2017, around R$1.5 billion. Secom consumed the main share (R$924 million), while the rest was used mainly by the Ministry of Health.
The 2026 budget foresees less advertising expenses, around R$1.44 billion.
Secom defines themes for the advertisements it wishes to broadcast and directs the funds to agencies contracted by the government. Around 5% to 10% of the value is applied to the production of videos, banners and other pieces. The remaining volume is used to purchase advertisements in media outlets, social networks and other means.
In general, the more expensive the campaign, the greater the space purchased by agencies to publicize it.
The Lula government still takes a share of spending on advertising campaigns in Brazil. With the change, the resources allocated to e (owner of , e ) last year, the value in paid advertisements for the e television networks.
In the last year, among other actions, the slogan “Sovereign Brazil”, the programs and Agora Tem Especialistas, in addition to the expansion of the exemption for those earning up to R$5,000.
Advertising campaign values are not detailed on the Transparency Portal. The website shows in a generic way how much each agency received. Secom has its own portal with information about the distribution of advertisements, but it is updated slowly.
A Sheet raised the costs of part of the advertisements based on information recorded in commitment notes in Siafi (Integrated Financial Administration System) and data obtained from sources that monitor the execution of federal campaigns. The values were later confirmed by Secom.
