Commissioning a survey in support of PR topics is a common industry practice. And when we say survey, we hear a questionnaire. Or do we? We wouldn't settle for the tried and tested and chose instead to go with an experiment. We combined a strong, society-dividing topic with an unconventional design of regional survey that would allow for the results not only to be told, but also graphically shown. The result? Immediate media response across the board and massive coverage of the topic, by far transcending the usual dull enumerating.