'We are going to show that science can be rewarding and fun, and that it is not just about people in lab coats and dirty overalls,' said Grayling director Rob Fenner.
A media relations programme will target press, broadcasters, blogs and online 'youth media' with case studies. The brief also details promotion of 'face-to-face' work, taking the role models to science festivals.
Fenner added that young people were often socially and environmentally aware and could be attracted to science degrees by being shown the unusual careers to which they can lead. These include tackling drought or testing explosives.
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