Lula acts to reposition his own image after a shake-up in government approval

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After surveys showed a drop in government approval and confidence in President Lula, the Palácio do Planalto put into action a plan to reposition the president’s image and to disseminate more good news about the government. In addition to the government’s own communications area, the new plan mobilized the marketer of Lula’s 2022 campaign, Sidônio Palmeira, who arrived in Brasília for two-day meetings with the president and his team. The changes are already visible. Lula posted a video this Tuesday doing a light run — which reached 10 million views, the largest audience for the same material by the president this year. This Wednesday, he got up early to take a photo feeding the fish in Alvorada. President Lula published a photo and video running at Palácio do Alvorada Ricardo Stuckert/PR The idea is for the president to be more comfortable, wearing a t-shirt, avoiding the suit, doing common activities. A connection that recalls the January 2010 episode in which Lula, on a beach in Bahia, decided to carry a cooler of drinks on his head. The registration was considered a success for generating empathy with lower-income people. At the end of that year, the last of his second government, Lula’s approval rating reached 87%. Avoiding fights The repositioning belongs to the government too. After this Monday’s ministerial meeting, ministers are giving more statements and interviews to publicize the government’s achievements. The hiring, via bidding, of a company to dive into the government’s social networks, for strategic actions, is also coming out of the Communications Secretariat. Another area of ​​action with changes is the relationship with the center and right-wing public. The idea is to reinforce the democratic alliance that elected Lula. The government will also no longer pick fights on issues dear to the left. He decided, for example, not to interfere, with the release of the benches, in the vote on the release of prisoners. Deputies and senators approve the end of the temporary release of prisoners on holidays. Planalto will also avoid getting involved in the progress of the PEC on Drugs, which is advancing in the Senate, and also made an agreement with the evangelical bench around the PEC on tax immunity for temples . The expectation is that, in an election year, the government will not give ammunition to the ideological opposition, which uses the issues to weaken the president and his management.

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