How Brazil Broke the Far-Right “Curse”

On October 25, Brazil made history by electing President Luiz Inácio Lula da Silva for a fourth term, marking a significant victory against the far-right. The reelection came as a shock, as Lula defeated Flávio Bolsonaro, son of the previous far-right president, Jair Bolsonaro, by more than 4 million votes. This outcome halted a wave of right-wing governments in the region and ended a two-year cycle of alternating far-right leadership in Brazil, which had begun with Donald Trump's election in the United States in 2016.

Lula's triumph was a turning point, putting an end to the possibility of another Bolsonaro presidency and providing stability for both Brazil and Latin America.

Flávio Bolsonaro, despite denying defeat and fleeing to the United States with the assistance of then-President Donald Trump's aides, struggled to gain traction in the runoff. The Workers' Party leader's victory speech emphasized his win against "outside interference" from digital platforms such as Meta—owner of Instagram, Facebook, and WhatsApp.

The Brazilian electoral court ordered Meta to ensure equal treatment for both candidates on its platforms, following Lula's complaints about suppression of his content while his opponent's posts were boosted.

The decisive factor behind Lula's historic comeback was his shift in strategy to align with individuals familiar with the digital world. Young lawyer Ana Elisa Santos played a crucial role by joining Lula's campaign and becoming a prominent figure. Additionally, Lula capitalized on several political wins, such as the passage of a law ending the six-day workweek and the ban of online gambling platforms—issues that resonated with voters.

His team effectively utilized digital platforms like WhatsApp, which is 98% adopted in Brazil, to amplify his message and suppress his opponent's content. The campaign benefited from a WhatsApp channel with over 10 million members, managed by lawmaker André Janones, who instructed followers to avoid engaging with right-wing content, thus preventing its viral spread.

These coordinated digital and political efforts, combined with Lula's emphasis on rejecting "outside interference," propelled him to a decisive win in Brazil's election.