This was The Nursery's largest ever piece of single-market qualitative research. The research encompassed all four countries of the United Kingdom and the programme saw more than 400 members of the public spoken to, including those with protected characteristics (people with disabilities; BAME communities - in particular those with English as a second language; older people and those who may be vulnerable due to their financial circumstances and/or capacity). Advocate organisations were involved as consultants and selected consumers were reconvened to identify whether evolving creative developments were appropriate and helpful.

The final campaign, featuring Arnold Schwarzenegger's animatronic head on caterpillar tracks, has been described as brilliant, surprising and even bizarre. The signs to date are that it has certainly been effective. The campaign would not have been commissioned without the thorough process and endorsement of research that preceded it.