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‘All Varieties’ is an OOH industry campaign, celebrating the labels that help people express their individuality and define their place in the world.

Presented June-July to coincide with Pride 24, ‘All Varieties’ is the new public artwork from Martin Firrell, the Out of Home industry’s No. 1 Public Artist.

‘All Varieties’ celebrates the diversity of labels like ‘gender non-conforming’, gender-neutral pronouns like ‘they/them’ or the experimental ‘ze/zir’, labels with a noble history like ‘femme’ and ‘dyke’.

Digital ‘gallery notes’ (delivered via mobile web at www.socialart.work) provide background to the campaign and education about the evolution of the labels celebrated.

Why this public artwork now? In 77 countries, discriminatory laws still criminalise the lives of LGBT+ people. These laws create the risk of blackmail, arrest, prosecution, imprisonment and, in at least five countries, execution.

By celebrating ‘All Varieties’ publicly, Great Britain sends world-leading equality messages to the international community, and demonstrates solidarity with Human Rights champions the world over.

 ‘All Varieties’ is a wonderful thing at a time when the tide of justice is moving out, leaving our beach of fellowship, love and solidarity all the more bare. ~ Stephen Fry.

‘All Varieties’ is sponsored by Nørdern and Berry Bros & Rudd, supported by Peter Tatchell, Stephen Fry, Joanne Harris, Antonia Belcher OBE and by media partners JCDecaux, Clear Channel, Alight Media, Mass Media, Outsmart, Elonex, Out Of Hand, KBH and Nonsensical, the TikTok agency. All Varieties' museum partner is Queer Britain, the UK's first and only LGBT+ museum.