On pages 739-740 of Nixonland, Rick Perlstein tells the following story about George McGovern, the 1972 Democratic Presidential candidate:
“‘In a recent month,’ McGovern intoned in a radio ad, ‘a quarter of 
the wounded civilians in South Vietnam were children under twelve.  As 
we vote November seventh, let us think of Tanya and all the other 
defenseless children of the world.’  The candidate was howling, howling 
into the wilderness.  If he was going to lose, he would lose his way.”
Tanya was a twelve-year-old girl whom Richard Nixon mentioned in his 
1972 acceptance speech before the Republican National Convention.  She 
lost her family in World War II, and Nixon exhorted, “Let us think of 
Tanya and the other Tanyas and their brothers and sisters everywhere—-in
 Russia, in China, in America, as we proudly meet our responsibilities 
for leadership in the world in a way worthy of a great people.” McGovern was turning Nixon’s reference to Tanya on its head: Sure, lets 
think of Tanya and people like her, but let us remember that defenseless
 people like her are being wounded due to the war in Vietnam.
I like what Perlstein says on pages 739-740 because it is about 
transforming a loss into an opportunity.  If McGovern was going down, he
 was going to go down making an important statement.  Granted, people 
were seeing him as a cliche of himself.  He himself was much more 
moderate than many believed him to be: he wasn’t in favor of drug 
legalization, abortion-on-demand, or many of the radical or 
controversial groups at the 1972 Democratic National Convention, but 
many people thought that he was, one reason being that a number of his 
prominent supporters had those stances.  When McGovern tried to explain 
that he wasn’t for putting half of the country on welfare whether the 
recipients wanted to work or not, but instead wanted for everyone to 
have a job, many did not believe him.  They thought he was 
flip-flopping.  McGovern was on the defensive and was trying to explain 
himself, and, as someone Perlstein mentions in the book asserted, when 
you’re explaining, you’re losing.  (Well, not always: there was Nixon’s 
Checkers Speech, and Arnold Vinick’s exhaustive response to reporters’ 
questions at the nuclear power plant on The West Wing!)
Maybe McGovern had been caricatured and his loss was certain.  But he
 was still going to make a clear statement.  He was still going to call 
out evil when he saw it.  He would appeal to people’s moral sensitivity.