Here's an extract from David Cameron's speech to the Tory faithful at Conference 2012:
"This party has a heart but we don’t like wearing it on our sleeve. Conservatives think: let’s just get on with the job and help people and not bang on about it. It’s not our style. But there’s a problem with that. It leaves a space for others to twist our ideas and distort who we are: the cartoon Conservatives who don’t care.
My mission from the day I became leader was to change that. Yes, to show the Conservative party is for everyone: North or South, black or white, straight or gay. But above all - to show that Conservative methods are not just the way we grow a strong economy, but the way we build a big society.
That Conservative methods are not just good for the strong and the successful but the best way to help the poor, and the weak, and the vulnerable. Because it’s not enough to know our ideas are right – we’ve got to explain why they are compassionate too. Because we know what we’re up against.
We say we’ve got to get the private sector bigger and the public sector smaller…our opponents call it ‘Tory cuts, slashing the state’. No: it’s the best way to create the sustainable jobs people need.
We say help people become independent from welfare…our opponents call it: ‘cruel Tories, leaving people to fend for themselves.’ No: there is only one real route out of poverty and it is work.
We say we’ve got to insist on a disciplined, rigorous education for our children…our opponents call it: ‘elitist Tories, old-fashioned and out of touch.’ No: a decent education is the only way to give all our children a proper start in this world.
The reason we want to reform schools, to cut welfare dependency, to reduce government spending is not because we’re the same old Tories who want to help the rich...
...it’s because we’re the Tories whose ideas help everyone - the poorest the most."