The NSPCC Family Friendly Award has been launched to find the most family conducive company in the UK.

Companies are invited to show they are in touch with the needs of their employees.

But Backchat has heard that one senior executive of a leading insurer is not going soft on his workers. When asked at a staff get-together whether the insurer would introduce crèche facilities, the executive snapped: "We are an insurance company, not a child care facility."