Precocious new artists will be given billboard billing in a competition backed by influential photographer Rankin and artist Stuart Semple.
The second year of Who are you 2, an open call for 14-19 year-olds to create a canvas reflecting their place in the world, will reward its winners with supersized exposures on billboards across the country.
Partly a response to research by the institution showing that two-thirds of the population abandoned their dream career before they were 20, the entries will also be judged by war photographer Giles Duley.
Rankin, whose recent responsibilities included mentoring students of Jamie Oliver on Channel 4 and shooting the video for a single by pop star Cheryl Cole, lamented the statistics.
“It’s never too late,” he said.
“At 21, I was actually training to be an accountant before I gave it all up to pursue my dream of becoming a photographer - and I’ve never looked back.
“The university is keen to inspire young people to pursue their dreams and develop their creative potential.”
- The deadline for entries is March 11 2013. Visit aub.ac.uk/whoareyou2 for full details.