Client
Lula’s 2022 election campaign.
Political Context
After 4 years of an alt-right government, in October 2022, Brazil held one of its most significant elections in history: Lula vs Bolsonaro. Evangelicals were the only social group where Bolsonaro could win in the first round by a large number of votes. Therefore, gaining their support was crucial to the campaign. Winning over evangelical voters was equivalent to changing the election result, as evangelicals represent 30% of the population.
Goal
Prevent Bolsonaro from gaining further support from evangelicals and sway voters towards Lula. We created two communication paths: one focused directly on undecided evangelicals, and another to help Lula’s voters talk to undecided evangelicals. Editorial and design approaches differed greatly between the two communications.
Our Results
The guide was well received and spread on WhatsApp groups, like all of our communication. He also linked to our evangelical-targeted content, making it easy to find material to share.
The election
On October 30, in the second round, Lula won with the smallest difference in votes in Brazil's history, less than 2%. All of our work helped achieve this victory.
A guide to easier conversations
The Evangelical Vote-Turner was designed for our second target. While we were producing content for evangelicals, lots of people who were at Lula’s side asked for help. They wanted to talk to their friends at work, their neighbors, or even their family. So we made a simple guide on how to approach a conversation about the elections.
Colors and feeling
The main color of Lula's Party (the Worker's Party) is red. Since a number of corruption scandals and even Lula's prison, his communication has shifted away from red as the predominant color. Our research showed that it was better to follow their lead. Furthermore, our target has shown resistance to the red, but also to the party, and Lula. So we chose a path that looked more neutral. The design also has a fun and light feel, making our content more inviting.
Credits:
All the visual content on this page was created by me. This includes the concept, design, and animations.
Copywriting was done by Camila Mantovani and João Luiz Moura. Edited by Laura Moraes.
Images are from Brasil com S.
