McGrath, here is a definition of how the term has been used in American political campaigns since the 80's... from wikipedia. Click here Family values in US politics has been claimed as the turf of Republican conservatives.
Wiki definition I think gives a pretty good perspective on how it has been used here. Even though the right claims to be for families, they have not supported things like access to education, healthcare and better wages. The right considers family values to be things like attending church (their kind of church) and opposing same sex marriage and abortion.