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Behind in Polls, Bolsonaro Is Shunning His Own Campaign’s Advice

  • Brazil president advised to focus on TV, charm female voters
  • Professional advice often ignored ahead of October election
Jair Bolsonaro speaks during the United Nations General Assembly in 2021
Jair Bolsonaro speaks during the United Nations General Assembly in 2021Photographer: Michael Nagle/Bloomberg

Brazil President Jair Bolsonaro’s political allies and marketing advisers are struggling to convince him to run a more conventional re-election campaign, as he seeks to emulate his success with social media in the 2018 vote.

Calls for more attention to TV advertising as well as guidance on topics that should be addressed or avoided in public are usually ignored by the president and even mocked by his inner circle, according to a political ally and people working on his campaign.