The campaign by the Commission for Architecture and the Built Environment (Cabe) - titled ‘How Places Work' - will challenge the assumption that young people do not care about public spaces.
It aims to get 12,000 11 to 14-year-olds visiting ‘inspiring' buildings and public spaces over the next two years.
The campaign, run in partnership with the Architecture Centre Network, was co-launched last week by Lord Norman Foster.
‘The young people will be personally shown around by leading architects,' said Cabe campaigns adviser Dominique Owen.
Cabe's in-house PROs will target regional and local press around visits. They will also approach educational trade press to win support from teachers.
ALSO... Campaigns adviser Peter Jenkins has left Cabe to join architecture specialist Caro Communications as a senior account director. He has been replaced by Tessa Kordeczka, formerly a consultant researcher at Avanti Architects.