Members and senior figures at the council's family and community care department have tasked PROs with finding ways to boost recruitment after failing to attract workers to the notoriously low-paid sector.
Robert Webb, a family and community care PRO who is co-ordinating the campaign, said its working title is 'Have you got what it takes'.
He said: 'The aim is to show that it offers more than most jobs. It is about getting involved in the community.'
The campaign is expected to involve media relations and a roadshow.
'Students are a target group where we feel the community message may get an audience,' Webb added.