Haddad bets on street campaigns, and Tarcísio, on social media and closed eventsPhoto by RF Nascimento on Pexels
PoliticsCoimbra

Haddad bets on street campaigns, and Tarcísio, on social media and closed events

oglobo30 August 2026 at 07:30

The two campaigns competing for the government of São Paulo started the electoral race at different paces and terrains. Fernando Haddad (PT), supported by President Lula, bets on "old-fashioned" stages, with walks through the capital and Metropolitan Region to reinforce the image of proximity to voters. The PT candidate seeks to get closer to voters through in-person actions on the city streets.

Governor Tarcísio de Freitas (Republicanos), who is running for re-election and leads the polls, follows an opposite strategy. He prefers closed events, agendas with selected audiences and greater presence on social media. The difference between the two candidates is also reflected in campaign events, with Haddad prioritizing direct public exposure on the streets.

The difference in strategies repeats among Senate candidates. On one side, Marina Silva (Rede) and Simone Tebet (PSB) spread the campaign across the state, while Guilherme Derrite (PP) and André do Prado (PL) concentrate on events with Tarcísio and former senator Flávio Bolsonaro (PL). Digital mobilization is also part of the strategy of candidates allied with Tarcísio.

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