Retained City PR agency Capital Communications MS&L leads the PR element of the three-month campaign, which will also involve advertising, production of education brochures and a specially designed website for private investors.
ETFs have been available in the UK since April 2000, but there are still only 15 such funds quoted on the LSE and a low awareness of their existence.
Meanwhile, in the US, there are now more than 102 ETFs.
LSE head of marketing Tim Ward said: 'ETFs are a class of investment product which can combine the benefits of instant diversification with low management fees.
'You can see why, if you look at America, this investment tool has been available there to private investors for around ten years and has been a huge success,' he added.