Lula Enters Seventh Presidential Bid with 'Us vs. Them' 3.0 Strategy

President Luiz Inácio Lula da Silva is set to contest his seventh presidential election, adopting a campaign strategy defined as version 3.0 of the "us versus them" narrative. This approach positions him as the secure path to prevent Brazil from falling into the hands of "adventurers." The Workers' Party (PT) convention will officially endorse Lula's candidacy, with Geraldo Alckmin returning as his running mate. In a divided nation, and amidst tariffs imposed on Brazilian products by U.S. President Donald Trump, Lula's campaign will focus on national sovereignty. The aim is to present Lula as a protector of Brazil against external interference and risks, thereby stoking fear of a potential election victory by Senator Flávio Bolsonaro, the candidate for the Liberal Party (PL) and Lula's main adversary. The PT's significant challenge lies in overcoming Lula's high rejection rate and providing compelling arguments for independent, centrist voters, those detached from both Lulaism and Bolsonarism, to support him. An online offensive is also planned to combat voter abstention, a significant issue in the 2022 election where 32.2 million voters did not cast a ballot. Recent polls indicate that both Lula and Flávio Bolsonaro are the most rejected candidates, with 46% and 48% of respondents, respectively, stating they would not vote for them under any circumstances. To shape the campaign's direction, the PT leadership conducted extensive polling. In one round, independent voters were asked why Lula deserved or did not deserve a fourth term. Despite criticisms of his current administration, many admitted to fearing a Bolsonaro family return to power more than another Lula term. PT Vice President Jilmar Tatto stated that Lula, at 80, is running not out of necessity but to "defeat fascism in the country," viewing it as the "closing of a cycle."