Governor Tarcísio de Freitas (Republicanos), candidate for re-election in São Paulo, ignored senator Bolsonaro (PL), who is running for President, and brought to the first free electoral airtime on TV testimonials from victims of the slope landslides in São Sebastião, on the São Paulo coast, in 2023. The goal was to present himself as a "humane" politician, a "man of God" and a "hero without a cape" who "acted quickly" in the face of the tragedy and delivered housing to those who lost everything.
Fernando Haddad (PT), on the other hand, made an appeal to voters to decide their vote based on a critical analysis of the current administration, asking them to remove the "blinders of partisan prejudices." The program praised his terms as Minister of Education and Finance, emphasized the increase in femicides and the drop in positions in the state education ranking.
Haddad's program also showed speeches by president Lula (PT) and vice president Alckmin (PSB), strengthening the alliance between the parties. The Vila Sahy episode, related to the landslides, is often cited by Governor Tarcísio as an example of his performance in facing emergencies.
