What the hell is happening? Why is there a billboard saying ‘Imagine London Without Gays’? Is it pro-gay? Anti-gay?

These are the questions that are puzzling the minds of many across the UK capital today, as the unexplained billboard has appeared without any explanation.

Does anyone know what this ad is for in Waterloo? ‘Imagine London Without Gays…’#ImagineLondonWithoutGays pic.twitter.com/jQywbzo7hU — WayneDavid (@WayneDavid81) April 18, 2016

Strangely, or somewhat conveniently, the billboard is directly by the UK LGBTI charity Stonewall’s office in Waterloo.

And then, Londoners began to receive sponsored adverts for a Facebook page. It links to a website, Imagine A World Without Gays.

It shows a slideshow, featuring London…

Madrid…

Berlin…

And finally the world.

It is unknown whether there are any billboards in any of the other cities mentioned, as on social media it seems focused on London and that particular billboard so far.

It has received a mixed response on social media. Some are hoping it is a pro-gay campaign, perhaps for a Pride or an attack on the crisis facing many LGBTI bars. But it could also very easily be homophobic, an advert for a ‘gay cure’ group.

#ImagineLondonWithoutGays A less vibrant, less interesting & considerably less populated place. https://t.co/qIyf6XemOk — Matthew Hodson (@Matthew_Hodson) April 18, 2016

@R_jbullock Selfridges wouldn’t be open for a start and the quality of cocktails in the capital would plummet — ERS (@EthanLDN) April 18, 2016

@WayneDavid81 It looks like a teaser for the next ’28 Days Later’ sequel… — Laurie J Goulding (@LaurieGoulding) April 18, 2016

UPDATE: Gay Star News has spoken with JCDecaux, the advertising firm who owns the billboard. They have since confirmed it has ‘something to do with Tel Aviv Pride’ and it is not a homophobic campaign.