Nunes changes communication to create a ‘worker’ image in SP – 09/04/2023 – Panel

The recent changes made by the mayor of São Paulo, Ricardo Nunes (MDB), in his communication team reflect a change in the strategy of building his image for the re-election campaign in 2024.

Until recently, the emedebista was betting on the idea of ​​approaching the elections as a “blank canvas”, without ideological ties with Bolsonarism or the left.

It also intended to anchor itself on favorable approval ratings for the capital’s health services and the Covid vaccination campaign.

In 2021 and 2022, for example, SUS was elected the best public service in São Paulo, according to a Datafolha survey.

However, faced with criticism that he was little known, Nunes decided to change tactics and team. As revealed by the Panel, Duda Lima, marketer who made the TV campaign of Jair Bolsonaro (PL) in 2022, should lead the mayor’s campaign.

Felipe Soutello, who campaigned for Simone Tebet (MDB) and was close to Nunes and the MDB leadership, lost ground.

The change of Communications secretary, with the departure of Marcus Sinval and the arrival of Marcello D’Angelo, follows the same logic.

Nunes has now increasingly antagonized federal deputy Guilherme Boulos (PSOL), who is currently emerging as his strongest competitor for 2024.

Last week, the mayor managed to overturn the injunction that the psolista had obtained that prohibited the removal of tents from the streets.

The mayor also intends to build the image of a “worker”, that is, a manager who delivered or left hundreds of works in the city. In this sense, he has repeated the motto that it is not about discourse, but about practice.

One of its strengths in the endeavor is its reinforced cash position, which foresees R$ 11.5 billion in investments in 2023, the largest in the city’s history. Two years ago, for example, the amount was R$ 7.2 billion.

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