'Jesus is a prophet of Islam' adverts to be rolled out in Adelaide

Controversial billboards proclaiming 'Jesus is a prophet of Islam' will be rolled out in Adelaide as a part of a campaign launched by an Australian Muslim group claiming to promote religious tolerance.

Islamic group Mypeace said that the campaign will feature the provocative ads saying 'Jesus a Prophet of Islam' and will appear on billboards and public transport buses, News.com.au reports.

The Mypeace advertisements, that were launched in Sydney six weeks ago, included a contact number for information about Islam and offers of a free copy of the Koran. Ads were displayed on four billboards and 40 buses and resulted in 65 complaints to the Advertising Standards Bureau.

But following the bureau's dismissal of the complaints last week, Mypeace founder Diaa Mohamed said he would start an advertising campaign in Adelaide "within the next few weeks".

"There will probably be a couple of billboards but we are not sure about how many buses. We want to create greater tolerance and understanding of Muslims, it's about building bridges," he said.

The campaign, funded by private donations, has been criticized by Anglican archbishop of Adelaide Jeffrey Driver as insensitive.

"In the end billboards are a blunt way of getting a message across," he said.

"Perhaps what Australia needs more than billboards is genuine respectful and nuanced dialogue between its major religious traditions," he added.