President Luiz Inácio Lula da Silva delivered his first national address of 2025 last night, aiming to focus on key social programs amid significant challenges to his administration's approval ratings. During the broadcast, which aired on January 24 at 20:30 and lasted just over two minutes, Lula outlined initiatives for two prominent programs: Farmácia Popular and Pé-de-Meia.
Lula proudly announced, "Estamos trabalhando muito para trazer prosperidade para todo o Brasil, principalmente para quem mais precisa," emphasizing the government’s commitment to social welfare.
A highlight of the address was the announcement of free access to all medications distributed under the Farmácia Popular program. This initiative aims to provide necessary drugs to individuals suffering from chronic illnesses such as diabetes, hypertension, and asthma, allowing them to obtain their medications simply by presenting their medical prescriptions along with their ID. Alongside this, the government will also offer free geriatric diapers—a new addition to the program's services.
Another significant announcement was concerning the Pé-de-Meia program, which incentivizes students to stay in school by providing financial support conditional on the completion of their high school education. Lula confirmed the first payment will be made to eligible students on January 25, offering R$1,000 to those who graduated high school in 2024. The government also explained the disbursements based on birth months, with students born from January to June receiving payment the first day and those born from July to December getting their funds on January 26.
This address marks not just another facet of Lula's government efforts but also reflects the increasing urgency to reconnect with the Brazilian public as recent surveys reveal troubling statistics. According to Datafolha, the approval rating of Lula's government plunged from 35% to just 24% over the past two months, with disapproval ratings rising from 34% to 41%. Such numbers represent the lowest points yet during his three terms as president.
This drastic decline is attributed, among other factors, to the so-called "crisis do Pix" and soaring food prices, aspects of daily life affecting many Brazilians. Responding to these challenges, Lula’s government has placed significant emphasis on enhancing public communication about social programs and initiatives, aiming to present the administration's efforts more effectively.
Sidônio Palmeira, the new Minister of Communication, has been pivotal to this renewed strategy, described as not merely involving "a dedo,” but as being characterized by "duas mãos inteiras"—a complete approach to revitalizing the government's image. His influence is evident in the overall messaging strategy, which aims to establish clear brands for Lula’s current administration.
The optimistic tone of the address, underscored by rising music and visuals, bears similarities to promotional material, seeking to recapture the favorable outlook of the past. Programs like Farmácia Popular and Pé-de-Meia are well-established initiatives, yet their relaunch underlines the administration's desire to reinforce its identity as socially focused.
Despite the political headwinds faced, Lula remains committed to his platform of social welfare. Reflecting on his administration's fight against crisis and misinformation, he stated, "Depois de dois anos de reconstrução de um país que estava destruído," marking his efforts since assuming office. The transition from crisis to recovery for the Brazilian people is evident, but whether this address restores faith among citizens remains to be seen.
With the government's current efforts aimed at ending the malaise of negativity surrounding his administration, the forthcoming days will be telling as the disbursements commence and the public reacts to promises made last night. Additional measures to bolster communication will be necessary to sustain engagement and rebuild trust within the population, especially amid heightened scrutiny and rising costs of living affecting countless families across Brazil.