Bolsonaro's Sons Campaign in Brazil's South, Relying on Family Name

As Brazil's political landscape intensifies ahead of upcoming elections, members of the Bolsonaro family are campaigning extensively in the shadow of the former president. While Flavio Bolsonaro vies for the presidency—polling neck and neck with incumbent President Luiz Inacio Lula da Silva—two of his brothers, Carlos and Jair Renan, are standing for election in the pro-Bolsonaro southern state of Santa Catarina.

The campaign strategy heavily relies on the family surname. In Santa Catarina, a region where nearly 70 percent of voters supported former president Jair Bolsonaro in the 2022 elections, the family brand acts as a powerful political talisman. The former president himself was sentenced to 27 years in prison for attempting a coup and is barred from participating directly in the campaign, making his sons the primary torchbearers of his political legacy.

Carlos Bolsonaro, a long-serving city councillor from Rio de Janeiro known as "Number 3," has relocated to Santa Catarina to run for a senate seat. Campaigning alongside local figures like running mate Carol de Toni, Carlos has sought to leverage his administrative experience from Rio. However, his public appearances remain tightly controlled. Rather than engaging extensively with the mainstream media or appearing frequently on traditional campaign stages, Carlos relies on a digital strategy coordinated via mobile messaging and social media platforms.

According to regional journalists and political analysts, this media avoidance is a deliberate directive from the elder Bolsonaro. By bypassing traditional outlets and communicating directly through digital channels, the campaign fosters a strong connection with grassroots supporters while reinforcing skepticism toward institutional bodies. This approach thrives in Santa Catarina's conservative political environment, which is characterized by large agricultural estates, strong entrepreneurial values, and a pronounced rejection of left-wing policies.

Meanwhile, the youngest brother, Jair Renan, is campaigning in the coastal resort city of Balneário Camboriú. Having previously built a local profile as a councillor and law student, Jair Renan targets younger demographics and relies heavily on his physical resemblance and shared name with his father to maintain support. Supporters at his campaign headquarters emphasize his role in preserving the former president's legacy during a time when the elder Bolsonaro is legally silenced.

Political analysts note that the family's shift to the country's south is a calculated maneuver. Joao Feres, a political scientist specializing in Bolsonarism at the State University of Rio de Janeiro, points out that the candidates lack deep local roots in the region and instead depend entirely on the national Bolsonaro brand to secure traction.

This dynamic raises broader questions about the future of the movement. Experts observe that while the family name provides immediate access to an established and loyal electorate, none of the sons have yet established an independent leadership style that stands entirely on its own merit. As the elections approach, the central question for the movement remains whether Bolsonarism can successfully endure beyond the political career of Jair Bolsonaro without remaining permanently confined to his shadow.