Obama campaigned for her husband's re-election in 2012. Beginning in 2011, Obama became more politically active than she had been since the 2008 election, though avoided discussions about the re-election bid. By the time of the election cycle, she had developed a more open public image. Some commentators viewed her as the most popular member of the Obama administration, noting that her poll approval numbers had not dropped below 60% since she entered the White House. An Obama senior campaign official said she was "the most popular political figure in America". The positive assessment was reasoned to have contributed to her active role in the re-election campaign, but it was noted that the challenge for the Obama campaign was to use her without tarnishing her popularity.