Brazil's Lula Wins Election: How a WhatsApp Channel Helped Turn the Tide
In a stunning comeback, President Luiz Inácio Lula da Silva won Brazil's presidential election, thanks in part to the efforts of a grassroots digital campaign led by congressman André Janones. The congressman created a WhatsApp channel called Lula's Army, which mobilized millions of Brazilians online and helped turn the tide of the election.
Janones, who had been averaging only four hours of sleep a night during the final three-week sprint, had a clear vision for the campaign. He drew from the digital playbook of the far-right, using tactics like creating a sense of urgency and mobilizing supporters through social media. He called his followers "soldiers" and issued them "missions" to complete, such as posting selfies and sharing videos. The campaign's message was simple: Brazil couldn't afford another Bolsonaro presidency.
The WhatsApp channel, which started with 53,000 followers, quickly snowballed to over 10 million by Election Day. Janones' use of emphatic language and colorful messaging helped to resonate with his audience, and his tactics were soon trending on social media. The channel also translated its digital muscle to the real world, helping to mobilize mass rallies and get-out-the-vote efforts.
Janones' efforts caught the attention of President Lula, who thanked him for his role in the campaign and praised him as "our general." The president's praise has sparked speculation that Janones may be offered a job in the new government, but Janones has said he's not interested.
Reporting was contributed by Thayz Guimarães from Brasília, Seth Kugel from São Paulo, Leonardo Coelho from Rio de Janeiro and Zane Irwin from New York City.
