The aim of the Guiding Lights campaign is to get people from all backgrounds interested in working in jobs such as law, teaching, local government and health.
The campaign will centre around activity on Facebook with a Facebook Page that the DCSF hopes will inspire people by showing young role models that work in such sectors.
The COI is also running activity across blogs and other social networks in order to build up discussions about working for the industries across the web.
Social media and web design agency NixonMcInnes created the campaign.
The COI last month selected GroupM M4C to handle all media buying as it sought to consolidate its £250m account into one agency (nma.co.uk 4 February 2010).
This story first appeared on newmediaage.co.uk