Marta Nawrocka, the wife of the Law and Justice party’s (PiS) candidate for the presidency of Poland, Karol Nawrocki, recently made her social media debut by launching her official Instagram account, where she pledged her support for her husband’s campaign. Nawrocka's entry coincides with her commitment to actively participate in the election process, which has generated considerable attention.
On February 10, 2025, Marta shared her first post announcing, "I cannot envision not supporting my husband on this important path. For the duration of the election campaign, I have put my professional life on hold, so you can count on both me and Karol," clearly signaling her intention to engage deeply with the voters.
Following her debut, she was seen collecting signatures to support her husband's candidacy and distributing campaign materials. Her activities took place primarily along the coastal walks of Gdańsk and at the Brzeźno pier, where she was well received by the public. The initiative was documented and celebrated on social media by supporters, emphasizing the personal touch Nawrocka aims to incorporate during the campaign.
Political image expert Agata Krypczyk remarked on the significance of Nawrocka's social media involvement, noting how the presence of the candidate's wife often enhances his image and builds emotional connections with voters. "A candidate’s spouse plays not only a symbolic but also an important role, especially in Poland, where the president is viewed as someone representing family and social values," Krypczyk stated.
Marta’s choice to refrain from professional work showcases her commitment to support Karol fully during the campaign, reflecting the strong partnership principles they uphold. The emphasis on family values, alongside her carefully curated online persona, can create favorable impressions on potential voters.
Her activities seem to be aimed at helping to soften Karol Nawrocki's public image, which has faced scrutiny due to recent controversies, including issues relating to personal history revealed during the campaign. This necessitates building Marta’s image as approachable and relatable, particularly after prior unflattering media portrayals of Karol.
The media has drawn parallels between Marta Nawrocka and other political spouses who have successfully navigated social media, such as Małgorzata Trzaskowska, who is perceived as warm and friendly due to her active online presence. Speculation arises over whether Marta can replicate this success, especially as she aims to connect with her audience personally and redefine the image of her husband, especially after polls have shown varying public support.
Given the upcoming elections on May 18, 2025, and the potential second round on June 1, her social media strategy may prove pivotal. Already, Marta has been recognized for her potential influence, with polling data illustrating fluctuated support for her husband. This is underscored by Krypczyk's insights, explaining how the contrasting images of Marta and current First Lady Agata Duda could position Marta favorably, especially as the latter is viewed as somewhat aloof and distant.
With Karol Nawrocki’s list of political supporters growing daily, the involvement of Marta could not only bolster his public perception but also draw broader interest from demographics previously disengaged from his candidacy. The real question remains: will Marta Nawrocka’s active participation on social media and public engagement translate effectively to electoral success? Only time will tell as the Nawrocki campaign continues to evolve.
Marta Nawrocka’s debut hints at the growing importance of the personal narratives surrounding political candidates, with her activities likely to shape the election's dynamics as they strive for visibility and voter rapport. Her commitment suggests she is poised to play a central role, not just as the candidate’s wife, but as an integral part of the campaign's fabric.