The University of Cambridge has launched a recruitment drive and website to find talented young computer scientists.
It says it is "stepping up its efforts" to attract people and promote the subject, which is says has a "vital role in shaping the future".
Andy Hopper, head of the University of Cambridge Computer Laboratory, says, "We want to get rid of the old-fashioned notion that computer science is just for geeks.
"The subject is for anyone who wants to understand how the modern world works and wants to influence the way we live in the future. Computer science is firmly at the heart of modern society and at Cambridge we are at the forefront of a new generation of research."
Staff at the Computer Laboratory will be hosting two open days on 1-2 July, where visitors will see a series of subject talks and demonstrations of student projects and faculty research. The CSCubed website aims to answer questions students might have.
The project is one of the first attempts by a leading university to attempt to change the image of computer science and IT. Industry leaders and academics have slammed the IT curriculum in schools in the past, saying it puts children off studying computing subjects.
Cambridge University says it wants to fire the interest of young people with its campaign.