JACK fm Hertfordshire has teamed up with Veolia Water to get a message across to listeners.
The girls dressed up in bikinis and selected a “token bloke” to tell people to wrap their water pipes up with lagging to avoid freezing.
The activity saw the station promotional staff go out half-naked on the coldest day of the year in bikinis with a “token bloke”, gaining much reaction from locals.
Listeners of the station have to guess the locations that JACK’s Girls (and “token bloke”) are in – to be in with a chance of playing “Don’t Freeze Ya Pipes” on the breakfast show – and winning some prizes.
Brett Harley, Managing Director of JACK fm Hertfordshire, said: “It’s a fantastic promotion that’s already getting people talking – and many drooling.”
Asked if the promotion was a bit sexist , Brett responded: “Well, our JACK’s Girls promotional team is openly described on-air as a ‘sexist marketing ploy’. But, to be fair, we did carefully select ‘token man’ to be the eye candy for the ladies.”