President Luiz Inácio Lula da Silva and Senator Flávio Bolsonaro began their free airtime television and radio campaign broadcasts on Saturday. Both front-runners in the presidential race adopted moderate tones, directing their opening pitches toward undecided, centrist voters.

The campaign broadcast for Flávio Bolsonaro positioned the Liberal Party candidate as a family-focused figure. The 45-year-old senator emphasized his generational contrast with the 80-year-old incumbent. References to his father, former president Jair Bolsonaro, were minimal. The broadcast touched on household debt, business challenges, and public safety issues, Folha de S.Paulo reported.

The campaign of Lula focused primarily on social programs and government achievements. Before the main program aired, his campaign ran short clips recalling past legal inquiries involving the Rio de Janeiro senator. The primary segment then emphasized cost-of-living relief and economic welfare measures.

The cautious approach reflects a standard campaign strategy in Brazilian presidential races. Political consultants typically avoid heavy early attacks on broadcast television to prevent immediate backlash among swing voters.

Free campaign broadcasting continues on television and radio stations across the country through late September. Brazilian voters head to the ballot boxes on October 4 for the first round of the presidential election.