In brief
In a scene emblematic of his campaign's intent, cardboard cutouts of Ecuador’s President Daniel Noboa adorned various locations across Quito, representing a unique communication tactic that underscores his appeal among younger voters. The upcoming presidential election on Sunday has brought light to Noboa’s popularity, even amid a year fraught with challenges including violence and corruption.
Noboa, who has been in office for just over a year, seems to be leveraging social media and contemporary trends to establish a vibrant and youthful persona, tailored specifically for the electorate that skews younger than 44. While lacking in detailed policy proposals, Noboa’s strategy of using engaging visuals and participatory efforts, such as distributing around 20,000 cardboard cutouts, has ignited enthusiasm among his supporters. Despite the shadow of previous leadership scandals, including the abrupt end of his predecessor due to impeachment threats, Noboa's approach appears to resonate well, with many voters expressing their belief in his effectiveness through phrases like “The cardboard is going to win.” The curious phenomenon of Noboa's cardboard campaign demonstrates the intersection of digital engagement and on-the-ground activism as Ecuador prepares for a significant electoral moment.
