ARN has rolled out a new campaign to support the launch of Kyle & Jackie O in Melbourne, promising to put an end to 'boring radio'.

The campaign, 'Kyle & Jackie O - Make Up Your Own Mind', kicked off on Sunday, 28 April. It leverages sensationalised headlines and quotes from well-known media titles and personalities to present the existing perception of the brand, encouraging listeners to form their own opinion of the show, moving beyond the click-bait.

Produced in-house, the campaign will appear across out-of-home, TV, social and radio.

ARN Chief Connections Officer, Lauren Joyce, said: "Every morning Kyle & Jackie O deliver a unique, loud and always entertaining show and that's exactly what this campaign is. You don't get to be Australia's most successful radio show by pretending to be something you're not. Our plan was always to 'own' the headlines; and we've done that literally and figuratively."

The media buy for the campaign was handled by Initiative.

Kyle & Jackie O can be heard weekdays from 6-10am on KIIS 101.1 in Melbourne and KIIS 1065 in Sydney.