The apparent surge in prejudices against politicians has forced elected representatives to fear for their personal safety. To grasp the factors driving susceptibility to online and offline prejudices, this study investigates individual and representative attributes of candidates during the electoral campaign in New Brunswick, Canada. The province’s 2020 election provides an opportunity to explore prejudice toward public figures. Survey data from 114 candidates informs our logistic model, pinpointing variables contributing to susceptibility to prejudice. Findings highlight the predominant role of representational traits in anticipating online prejudices, emphasizing the imperative of acknowledging threats against politicians.