"We set out with two goals in mind a general one of increasing public awareness of what is the country's fifth largest industry, and a specific one of introducing students to the industry before they make career decisions," said Picon chairman Martyn Elmy.

The scheme is built around a competition for year 10 students (15 year olds) to design a print campaign to promote the charity Fairtrade. Results will be announced at Ipex 2006.

It was developed in association with the Specialist Schools Trust, a body that builds links with industry with 2,400 secondary schools and Fairtrade.

It already has the backing of a number of industry organisations including the BPIF, Ipex, Wyndeham Press Group, Robert Horne and the BAPC.

"Picon should be congratulated on taking these steps in support of the industry," said BPIF chief executive Michael Johnson. "Print IT! Will be of significant strategic benefit to the printing sector."