diff --git a/src/bin/setup.rs b/src/bin/setup.rs
new file mode 100644
index 0000000..581c824
--- /dev/null
+++ b/src/bin/setup.rs
@@ -0,0 +1,80 @@
+//! One-time labeler setup.
+//!
+//! `cargo run --bin setup -- declare` publishes the labeler declaration
+//! (`app.bsky.labeler.service/self`) with one label per city. This is what
+//! gives the account a Subscribe button. Safe to re-run after editing the list.
+use anyhow::{Result, bail};
+use cities_labeler::cities::Cities;
+use cities_labeler::config::Config;
+use cities_labeler::login;
+use jacquard::api::app_bsky::labeler::LabelerPolicies;
+use jacquard::api::app_bsky::labeler::service::Service;
+use jacquard::api::com_atproto::label::{
+    LabelValue, LabelValueDefinition, LabelValueDefinitionBlurs,
+    LabelValueDefinitionDefaultSetting, LabelValueDefinitionSeverity, LabelValueDefinitionStrings,
+};
+use jacquard::prelude::*;
+use jacquard::types::language::Language;
+use jacquard::types::recordkey::RecordKey;
+use jacquard::types::string::Datetime;
+
+#[tokio::main]
+async fn main() -> Result<()> {
+    let config = Config::from_env()?;
+    match std::env::args().nth(1).as_deref() {
+        Some("declare") => declare(&config).await,
+        _ => bail!("usage: setup declare"),
+    }
+}
+
+async fn declare(config: &Config) -> Result<()> {
+    let cities = Cities::load(&config.cities_path)?;
+    let (agent, did) = login(&config.handle, &config.app_password).await?;
+
+    let definitions: Vec<LabelValueDefinition> = cities
+        .iter()
+        .map(|city| LabelValueDefinition {
+            identifier: city.id.as_str().into(),
+            // a neutral badge, shown by default, never hiding content
+            severity: LabelValueDefinitionSeverity::Inform,
+            blurs: LabelValueDefinitionBlurs::None,
+            default_setting: Some(LabelValueDefinitionDefaultSetting::Warn),
+            adult_only: Some(false),
+            locales: vec![LabelValueDefinitionStrings {
+                lang: Language::new_static("en").expect("valid language tag"),
+                name: city.display().into(),
+                description: format!("Chose {} as their city.", city.display()).into(),
+                extra_data: None,
+            }],
+            extra_data: None,
+        })
+        .collect();
+
+    let service: Service = Service {
+        created_at: Datetime::now(),
+        labels: None,
+        policies: LabelerPolicies {
+            label_values: cities
+                .iter()
+                .map(|c| LabelValue::Other(c.id.as_str().into()))
+                .collect(),
+            label_value_definitions: Some(definitions),
+            extra_data: None,
+        },
+        // these declare which reports the labeler reviews: none
+        reason_types: Some(vec![]),
+        subject_types: Some(vec![]),
+        subject_collections: None,
+        extra_data: None,
+    };
+
+    let output = agent
+        .put_record(RecordKey::any_static("self")?, service)
+        .await?;
+    println!(
+        "published {} with {} labels for {did}",
+        output.uri,
+        cities.len()
+    );
+    Ok(())
+}