It's a regular mantra from Gordon and was also from his predecessors - wanting to help "hard-working families".
Some of my more chippy single and/or gay friends and colleagues get a bit hot under the collar about this, saying it excludes them.
What do people think? Does it? Aren't we all part of a family of some sort? Does it necessarily imply "hard-working mother-father families with 2.5 children and a nice house in suburbia"?