George W. Bush branded himself as the option for "values voters".
The Republican Party had a history of attracting the more conservative voters, among which were Christians. Bush managed to convince the Christian voters, who were a powerful electoral force, that he would do everything possible in order to conduct policies that would secure the integrity of families and society as a whole.
This appeal to Christian Voters was highly successful, as the ratio of Christian Voters who picked the Republican option to the Democrat option was 4 to none.