r/neoliberal • u/Ordo_Liberal • 1h ago
Effortpost My retired mom was a “soldier” in Lula’s Army for 20 days, and I’ve never been prouder or more ashamed of myself. A post about grassroots campaigning.
Long post, sorry. I’ve been chewing on this for a few days and this sub is the only place I can think of that will get why it matters to me.
First, some background for non-Brazilians. In the last stretch of this election, a volunteer movement started that people called “Exército do Lula”, or Lula’s Army. On paper it sounds silly. In practice it was one of the most impressive pieces of grassroots organizing I’ve ever seen, and I only found out about it a few days before it was over. My own mother had been inside it the whole time.
What it actually was
This wasn’t a hashtag or a “share this post if you love democracy” thing. It was organized like an actual army, which is a bit funny and also exactly why it worked:
- You enlisted and got a rank. People started as soldiers and could get promoted. It sounds like a gimmick, but think about what a rank tells someone: you belong here, you have a place, and if you show up you can move up.
- You got missions every day. Every morning there were concrete, doable tasks. Not “be engaged” or “spread awareness,” but “do this specific thing today.”
- You got instructions. Exactly what to do, how to do it and when. You didn’t need any political experience. You only had to show up.
By most accounts it mobilized something like 5% of the country. Five percent of Brazil is millions of people. Around 11 million. And it did all of that in about 20 days.
The Google thing
This is the part that made me laugh out loud when my mom explained it. One mission was for everyone to search Google for Bolsonaro’s scandals, all at the same time and in huge numbers. Then Lula would bring those scandals up live, in debates and interviews. Curious viewers would pull out their phones to look up what he was talking about, and the first thing they saw was the very scandal he had just mentioned, sitting at the top of the trending searches and autocomplete.
You can argue about whether that’s clever or cheeky, but it was strategic. Volunteers who would never write an op-ed or knock on a stranger’s door could still do something real, from their couch, in five minutes, and it fed directly into what the campaign was doing on air. That’s what good organizing looks like: you meet people where they are, give them a job that fits their abilities, and connect it to the bigger plan.
My mom
My mom is retired, older, and if I’m honest, bored. She has a yoga class and a group of friends from that class, and that’s most of her social life. I love her, but I didn’t think of her as a political person beyond voting and complaining about the news at dinner.
It turns out her entire yoga class enlisted. All of them. They did their daily missions together, compared notes, and texted each other about it. When my mom finally told me (a few days before the election, very casually, as if she were mentioning a new recipe), she lit up in a way I hadn’t seen in a long time.
That’s what got me. We talk a lot about “the youth vote” and “online engagement,” and we underrate how many older people are sitting at home feeling like the world doesn’t need them anymore. They have time, life experience and a lot of energy that nobody asks for. Lula’s Army asked. It said: we need you, here’s your rank, here’s your mission for today. They showed up because someone finally made them feel like they were part of something.
At the end, every soldier got a certificate. I’ve attached my mom’s. It’s an “Ao Mérito” (For Merit) certificate from the “Ministério da Democracia,” with her name on it, signed off by the commander, honoring her “excellent activity and exemplary conduct” during her service. She is ridiculously proud of it.
She’s also sad. The army has been disbanded now that the election is over, and she misses it. She misses her missions, the group chats, and the feeling that waking up in the morning mattered to something bigger than her own house.
My confession
I’m the politically online one in my family. I read this sub. I have Opinions™ about housing policy, trade and institutional design. I argue with strangers on the internet about the importance of democratic institutions.
And in this election, all I did was vote.
That’s it. I voted, posted a couple of things, and felt good about myself. Meanwhile my retired mom was getting up every morning, taking her orders and carrying them out with her yoga friends for 20 days straight. She was a soldier in a movement, and I was a spectator.
I keep thinking about how many people in every country are sitting at home feeling useless, waiting for someone to hand them a mission. The side that figures out how to reach them is going to win a lot of elections.
So, Mom, if you somehow ever read this: I’m proud of you, Soldier. And next time I’m enlisting with you.
To finish, here’s what Lula said in his victory speech, the line my mom has now quoted to me about fifteen times:
“The Russian army, the Chinese army, the US army. None of them have the power of our army of democracy.”
