Competing messages in the Lima recall campaign


Here, a resident of Huaycán discusses how his neighborhood has been improved since Susana Villarán came into office. The focus is on practical quality of life issues: sidewalks and contention walls. It’s a direct rebuttal to the common argument that the Villarán administration has not been laying down enough cement and building enough public works, especially in Lima’s poorest districts.

The ad also responds to criticism that the campaign is one of the rich “pitucos.” It doesn’t abandon the “Faces of no” concept, but here actress Mónica Sánchez is paired with a resident of one of Lima’s poorest neighborhoods. Again, the music and the lighting create a positive, optimistic image of the city.

I am not alone in my impression that the anti-recall campaign’s ads have been more effective. Last week, an Ipsos poll found that 54% of voters thought that the anti-recall campaign had better advertising, while only 26% thought that the pro-recall campaign’s ads were superior.

All of the polls show that Villarán is still very likely to be recalled, but the anti-recall campaign has made up a lot of ground since the process began. Part of that success has been a more coherent advertising campaign.

The two campaigns have taken to the airwaves to convince Limeños to vote for or against the recall of mayor Susana Villarán.