Unicef: 'This Company is a Family'

Unicef, an agency of the United Nations responsible for providing humanitarian and developmental aid to children worldwide, is one of the most widely known social welfare entities, operating in 192 countries and territories. In this one-minute campaign, it brings home the reality of modern family life for many: single-parent households or those where both parents work are often subject to pressures that impact negatively on child-raising. What do you think of this ironic approach, in which sadly familiar images belie the self-congratulatory voiceover telling a glowing company story? Effective pressure for companies to do better, and/or a helpful reminder that this is an all-too-common issue?

Keywords: Unicef 'This Company is a Family', family friendly company policies, life work balance, families, working prents, Saatchi & Saatchi