Light FM in Melbourne has come up with an interesting billboard campaign which has captured the attention of the city.

The billboards, which are located on the Nepean Highway, Brighton East and Kingsway South Melbourne, have reportedly caused some commercial radio executives to have minor prangs and heart palpitations.

Light FM General Manager Phil Gray has told radioinfo about the birth of the slogan:

“Our Drive announcer, former 3MMM night Jock Leroy Brown (yes, it’s his real name; no, He isn’t big and bad) came up with “No Dirty Jocks” one day, just mucking around with some of the other guys as they were just playing around with some crazy wannabe positioning statements.

“That one half sounded good but told a little of what we stood for: essentially we are a good clean positive station trying to give people a glimpse or Godly living and the living God – with “No Dirty Jocks”.