Brazilian President Luiz Inácio Lula da Silva is making an energetic push to secure another presidential term, turning to social media selfies, workout videos and public appearances as he battles to stage one more political comeback. Approaching the age of 81, Lula is seeking a fourth term in office in a closely contested election against right-wing senator Flávio Bolsonaro, the son of former president Jair Bolsonaro. After finishing second in the first round of voting earlier this month, Lula has reshaped his campaign strategy in an effort to connect with voters and regain momentum ahead of Sunday’s runoff.

The president has begun recording selfie videos and sharing glimpses of his exercise routine, including squats and jogging alongside supporters. The change marks a departure from his traditional campaigning style, which relied heavily on public rallies, speeches and his long-standing reputation as a champion of working-class Brazilians. Lula has also sought advice from younger lawmakers and social media-savvy politicians to improve his online outreach. The shift reflects the growing importance of digital platforms in Brazil’s deeply polarised political environment, where political messaging increasingly reaches voters through smartphones and social media feeds.

Lula’s political journey has been marked by dramatic rises and setbacks. Born into poverty in the northeastern state of Pernambuco, he worked as a shoeshine boy and peanut vendor before becoming a metalworker and trade union leader. After losing three presidential elections, he won office in 2002 and was re-elected in 2006. His government benefited from an economic boom and expanded social welfare programmes that helped lift millions of Brazilians out of poverty. However, major corruption scandals involving his political party damaged his reputation, and he was imprisoned in 2018 before his convictions were annulled on procedural grounds.

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His return to power in 2022 marked another remarkable turnaround, as he narrowly defeated Jair Bolsonaro after years of political division. During his current term, Lula has received credit for restoring social programmes, pursuing policies to reduce Amazon rainforest destruction and strengthening democratic institutions. Yet his administration has also faced criticism over rising public debt, persistent concerns about crime and corruption, and the cost of government spending. His opponents have used these issues to challenge his record and argue that Brazil needs a change in leadership.

Lula continues to draw strong support from lower-income voters, particularly in the country's northeastern region, where many residents remember the benefits of his earlier welfare initiatives. The Bolsa Família programme, which provides financial assistance to eligible low-income families, remains a central part of his political legacy. His campaign has emphasised social protection and the need to prevent a return to policies he believes would harm vulnerable communities. However, his message has struggled to overcome dissatisfaction among voters concerned about public security, government finances and the country's political direction.

The runoff represents a defining moment for Lula, who has spent decades at the centre of Brazilian politics and has become one of Latin America's most recognisable leaders. His effort to embrace digital campaigning demonstrates an attempt to adapt to changing voter habits while relying on the political experience that has sustained his career. A victory would extend his time in office and provide another chapter in his extraordinary political journey, while defeat would end his latest bid to remain president. As the election approaches, Lula's ability to mobilise loyal supporters and win over undecided voters will be crucial to his chances of securing another term.

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