From the Telegraph:

The Conservatives will only win the election if they “remind” people they are “warriors for the dispossessed”, Michael Gove has said in a speech on equality.
The Chief Whip said the party must win over the electorate’s “hearts” before they will use their “heads” and back the Tories.

Mr. Gove:

“Only if we remind people of our commitment to social justice, demonstrate our belief in equality of opportunity and affirm that we are warriors for the dispossessed will we be able to win arguments, and elections, and then be in a position genuinely to help the vulnerable and the voiceless,” Mr Gove said.
“People need to know what’s in our hearts before they are prepared to consider our arguments in their heads.”
“And it’s vital that we stress our reason for being in politics is to help others, not to implement an ideological blueprint about the size of the state or defend the interests of the already fortunate. We are in public service to help the people who need us, not just those who agree with us.”