• Bússola Campaigns


    Electoral campaigns planned in an innovative way.

  • What is Bússola Campaigns?

    We've got a top notch team!

    The Course

    The Bússola Campaigns prepares students to face the journey of an electoral campaign in Brazil in an innovative way. The masterclass has professors with extensive practical and academic experience in past elections, and brings theoretical and practical content through a roadmap to a modern, innovative and ethical electoral campaign.

    The Content

    The masterclass includes content that will further the understanding of Brazilian Electoral Political System to: Digital Campaigning, Voter Behavior Analysis, Campaign Team Building, Crisis Management, Budget Design and Fundraising Campaign Strategy, implementation of the Campaign strategy with the voter, the Ground Game.


    In our online environment, students will be able to discuss the content and share their experiences with other candidates in a non-compete universe, as we have municipal elections in 5,570 Brazilian municipalities.

    Our Goal

    The Masterclass Bússola Campaigns offers a roadmap to prepare for the 2020 Brazilian elections, providing access to social tools and a better understanding of the political and electoral systems in Brazil.

    Our Goal

    The course is based on the fact that many potential political leaders are not qualified for the electoral process. During the next months this programme will engage students on Political Hard Skills and Soft Skills for running to office.

  • Professors

    Learn more about the Professors

    David Meneses

    Political Junkie with a demonstrated history of working in the public opinion market research industry, political strategy, political communication and corporate social responsibility. Strong business development professional with a Master of Laws (LL.M.) focused in American/U.S. Law/Legal Studies/Jurisprudence from The George Washington University Law School.

    Hilton Cesário

    Specialist in data analysis, working in the areas of public opinion and market research, competitive intelligence, evaluation of public services and electoral campaigns. Strategic analyses for competitive intelligence and socio-political diagnoses. Coordination of opinion surveys for government evaluation and electoral scenarios. Experiences abroad: opinion polls and government evaluation in Venezuela (2015) and Portugal (2016), in partnership with different international institutes. Professor of the postgraduate course in Political Science at the School of Sociology and Politics Foundation.

    Israel Navarro

    Political strategist. Partner of the Institute of Arts and Crafts in Strategic Communication. Master in Political Management by The Graduate School of Political Management of The George Washington University. He served as Editor for LatAm for Campaigns & Elections magazine and was also its Director for International Operations. He was the Academic Coordinator of the Governability and Political Management Program of GWU-CAF. Specialist in political strategy, public communication, land campaigns and dynamics of public opinion. He has worked in political campaigns in several LatAm countries such as Mexico, Dominican Republic, Brazil, Honduras, Ecuador and Panama. He is part of the group of strategists of Diles Que Voten, an initiative that promotes the Hispanic vote in the USA.

    Luís Kimaid

    Internationalist and Political Scientist. Worked at the Planning Department of the State of São Paulo, in the strategic projects financing unit; on Google Brazil in the Compliance team and is now Co-founder of the Electoral Compass. He works in academic research in the area of Democracy and decision making from a digital perspective.

    Paulo Loiola

    A specialist in network management and political campaigns, he is an administrator, a partner at BaseLab.cc, a consulting firm specialising in political campaigns, former manager of Social Responsibility at Petrobras, where he has worked for 8 years. planning. He has been a RAPS Civic Entrepreneur since 2016, a master's degree in public administration from FGV, a certificate in holistic science and economics for the transition from Schumacher College Brazil, MBE in social responsibility and 3rd sector from UFRJ and an MBA in oil and gas from FGV. Currently it also provides services to RAPS Brasil, coordinating network engagement and training in political campaigns for 150 pre-candidates.

    Rosemary Segurado

    Master in Social Sciences from the Pontifical Catholic University of São Paulo (1996) and PhD in Social Sciences from the Pontifical Catholic University of São Paulo (2002), PhD in Political Communication from the Rey Juan Carlos University of Madrid (2008). She is currently a researcher at the Pontifical Catholic University of São Paulo and coordinator of the Media, Politics and Society Course of the School of Sociology and Politics Foundation of São Paulo. Researcher at NEAMP (Nucleus of Studies in Art, Media and Politics of PUC / SP) and Editor of Aurora Magazine of the Social Sciences Program of PUC / SP. Experience in the area of Political Science, with emphasis on Electoral Studies and social movements.

    Vinicius De Bragança Müller e Oliveira

    PhD in History, professor of Economic History of Insper and of Ethics and Leadership in the CLP (Center for Public Leadership), collaborator of the State of Art Blog, Estadão.

  • Academic Programme and Classes Schedule

    Module 1


    In this module you will learn about the most influential academic theories about the underlying motivations behind modern Brazilian political behaviour.


    Political theories will be exposed in contrast with the historical construction of Brazilian politics and how it's been shaped by digital politics.


    Students will be able to compare modern concepts on political theory to develop a better understanding of voter behaviour in the digital environment.


    Module Composed by:

    - Evolution of Brazilian Political Behaviour

    - Elections in the Digital Age

    Module 2

    Purpose of the Application and Ethical Dilemmas

    This module deals with the development of the individual on understanding their purpose in politics and while competing for public-elective office.


    This module also questions participants about the key ethical issues involved in politics and in election campaigns.


    Ethical standards for how to follow an election campaign and the correlation between ethical behaviour in the campaign and the mandate will be addressed.


    Module Composed by:

    - Purpose of the Application

    - Ethical principles related to the tactics, strategies and management of a campaign

    Module 3

    Election Behaviour

    This module will present students to voter behaviour mapping tools, highlighting the step-by-step on building a data-driven campaign.


    In this module will be explained the schools of choice of the vote, their history, and what is being discussed today in Brazil. The scientific social research in the market, the function of each research; as well as the importance of the use of reliable data in the construction of the campaign strategy and how the data should be used in identifying the different groups in the electoral campaigns, through scientific methodologies. Big data and online surveys will be addressed so that students understand their advantages and disadvantages as well as their applicability in Brazil.


    Module Composed by:

    - Public Opinion and Electoral Choices in Brazil
    - Use of Data and Research in Elections

    Module 4

    Politics and Election

    This module gives an overview of the laws and institutions that define the Brazilian electoral system, highlighting significant events that have changed the rules that govern the campaigns of the 21st century.


    In this module you will review the roles, and powers of government agencies that oversee and regulate campaign activities; partisan political activity and relationship with other candidates, the main laws and regulations that relate to and govern the campaign activities; the growing influence of nonpartisan political organisations and how they impact modern campaigns; building of powerful and diversified political coalitions.



    Module Composed by:

    - Brazilian Electoral System and Electoral Rules
    - Electoral Legislation
    - Party Politics
    - Non-partisan electoral actors

    Module 5

    Campaign Management

    Building and managing a campaign is also very important. In this module you will learn how to manage a campaign team and analyse the responsibilities and challenges of various modern campaign positions.


    As a whole, you will know how to create an organisation chart and campaign planning and what basic functions that every campaign team needs to be successful; the functions that the person who will assume the function must have; as well as managing the roles, responsibilities, and egos of the campaign team.


    Students will learn how to design and implement a political and communication strategy, mapping campaign times - what to talk about, how to speak, when to speak, and who to speak to in election campaigns. Crises are a natural occurrence in election campaigns, and understanding how to absorb and take advantage of them is critical to being successful.


    Module Composed by:

    - Building a Team and Campaign Planning
    - Developing the Strategy
    - Crisis Management

    Module 6

    Campaign Finances

    Money is the basis of any political campaign. In this module you will learn how to create and execute a realistic and adaptive financial plan; plan and execute profitable fundraising events, identify and nurture donors.


    Deepen the understanding on how your campaign can be more transparent so that it builds confidence.


    Module Composed by:

    - Designing the Fundraising Campaign Budget
    - Transparency of Campaign Finance

    Module 7


    One of the major activities on an election campaign is to communicate. This module will address campaign communication, how to develop the narrative and create an effective message in the context of data-based election.


    You will be introduced to the campaign language and how to develop your own; how to speak to the voter in a compelling way; and how to get closer to the reality of your audience.

    Next, students will be introduced to Digital Marketing concepts such as Sponsored Links, Adwords, Facebook Ads, Mailing, Facebook Ads, Content Production and SEO.


    In parallel to the Digital Marketing strategy, campaigns rely on offline marketing tactics such as door-to-door, street activities, participation, and smart marketing, so this module addresses how the application can be developed with local activists and leaders communities in building their base of supporters.


    Disinformation was present in the last elections. This process has intensive use of communication technology and data science in the segmentation of the target audience that will be affected by attack campaigns.


    Working with the press and using media coverage is absolutely necessary for a successful campaign and in the fight against misinformation. Disinformation fights with more access to quality information.


    Module Composed by:

    - Construction of the Person and Message of the Campaign
    - Advertising in Campaign
    - Digital Marketing Strategies
    - Fighting Misinformation
    - Media Training
    - Direct contact and Door to Door
    - Construction of Grassroots Bases

  • Target Audience

    Candidates, coordinators and

    participants in electoral campaigns

  • Questions

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