Politics

WhatsApp Campaigner Janones Builds 11‑Million‑Strong Army to Back Lula’s Return

By Tamara Khandaker

Andre Janones, a 42‑year‑old congressman, assembled a WhatsApp network called "Lula’s Army" that grew from 60,000 followers after the first round of voting to almost 11 million by election day. Janones, who had previously helped Lula’s 2022 run‑off against Jair Bolsonaro, used the channel to send urgent messages, memes and simple tasks—such as recruiting friends, sharing videos and promoting hashtags—to supporters, who could forward the messages or react with emojis but not reply. The strategy, described by scholars as a form of electoral gamification, aimed to give supporters tangible actions to help Lula win.

During the campaign, Janones also pushed a narrative that highlighted Lula’s working‑class background. After Bolsonaro mocked Lula for having nine fingers, the former president recalled losing a finger at 17 while working a night shift, linking the experience to workers injured by negligent employers. Janones promoted the hashtag #SomosTodos9Dedos (“We Are All Nine Fingers”) and encouraged the use of informal, selfie‑style videos to show Lula in a more relatable light.

Lula thanked Janones for his role in the campaign, calling him "our general" as he celebrated the victory in São Paulo. While it is unclear how directly the WhatsApp army translated into votes, scholars note that the channel unified left‑wing supporters who had previously been scattered across fragmented online communities and provided a coordinated platform that helped turn the campaign around.

On election night, Janones urged supporters to gather on Paulista Avenue, keeping them engaged with messages that drew more than 225,000 reactions. The success of the WhatsApp army highlights the growing importance of digital mobilization in Brazil’s political landscape.