The president spoke at the launch of the book by publicist Sidônio Palmeira, which led the PT candidate to victory in 2022; the work compiles PT marketing actions in the election
The president Luiz Inacio Lula da Silva (PT) stated this Wednesday (Aug 28, 2024) that the 2022 election campaign “it was the most important and most complicated political campaign” in which he participated because there was a component of lies in the opponents’ strategy, which, according to him, is difficult to combat because “there is no way to explain”.
The PT member made the statements in a brief speech during the launch of the book “Brazil of Hope: Marketing in the Most Important Elections in the Country’s History,” by the marketing expert for his 2022 presidential campaign, Sidônio Palmeira. The event was held at the Museum of the Republic in Brasília.
“Nothing will ever surpass 1989 in terms of emotion, but that was the best-worked campaign from an ideological point of view and the most difficult, because one of the enemies was lies, which we were not used to,” said Lula.
Jokingly, the president said that it was good when he had Geraldo Alckmin (PSB), currently vice-president and minister of Development, Industry, Commerce and Services, as an opponent. “It was a civilized thing. We would finish debating, greet each other and each go to their own corner.”he said.
Lula also listed his former adversaries on the same list Jose Serra (PSDB), Fernando Henrique Cardoso (PSDB), Leonel Brizola (PDT), Ulysses Guimarães (former PMDB), Afif Domingos (PSD), Mario Covas (PSDB) and Paulo Maluf (PP).
“Even Maluf. If you look at Maluf’s behavior when he was an important politician in the country, when he participated in elections, with these people today. These people today are a backward point in the country’s civilization. They are the ones who are destroying the strength of arguments, which are no longer worth anything. People are being educated to no longer tolerate arguments, people want things that are coded, fast, and preferably, lies. Because when you tell a lie, you don’t have to explain it. But when you tell the truth, you have to have an argument, and it takes a long time, no one has the patience to listen.” he said.
During the presentation of the book, Sidônio stated that the work is a “historical document” which should be saved for the future because it summarizes the electoral campaign that led Lula to his 3rd term as President of the Republic.
The marketing expert presented some of the advertisements he considers the most important of the campaign, such as the one that showed a recipe for squid with chayote when Alckmin was officially announced as Lula’s vice president. The former PSDB candidate, now in the PSB, had the nickname ““chayote” when he was governor of São Paulo, for the PSDB. “This mixture tastes like hope”said the play’s slogan.
Sidônio praised Alckmin’s participation in the campaign, to whom he attributed the idea of using the reference to his old nickname. He also said that the former president has always been very “careful and thoughtful”.
The marketer also said that First Lady Janja Lula da Silva contributed with many of the campaign’s ideas, such as holding a “super live” with artists and digital influencers.”She was always willing to find something new,” he said.
The advertiser stated that political marketing needs to be used for “fight against the extreme right in the world”.
In addition to Lula and Janja, the following were also present:
- Geraldo Alckmin – Vice President and Minister of Development, Industry, Commerce and Services;
- Rui Costa – Minister of the Civil House;
- Ricardo Lewandowski – Minister of Justice and Public Security;
- Alexandre Padilha – Minister of the Secretariat for Institutional Relations;
- Luciana Santos – Minister of Science and Technology;
- Paulo Okamotto – president of Lula Institute;
- Gleisi Hoffmann (PR) – president of PT;
- Marco Aurélio de Carvalho – lawyer, coordinator of the Prerogatives group;
PT deputies and senators also participated.
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