Mexico's 2000 presidential election campaign mattered. It closed the breach between Fox and old–line panistas, somewhat distrustful of his candicacy. It stimulated PAN voters to turn out at rates higher than those of PRI supporters on election day. It solidified the Cáredenas base in the PRD. It demoralized the PRI machinery. It detached voters from Labastida, leading them to vote for another candidate or to stay home on election day. It informed opposition strategic voters to support Fox. The proportion of voters influenced by the campaign to change their voting preference was at least two to three times greater than in U.S. presidential campaigns and at least twice Fox's margin of victory. In fact, the proportion of strategic voters alone gave Fox nearly all of his margin of victory.