FHM's product manager Ben Cordle has engaged youth agency The Lounge to handle the promotional campaign.
Cordle said: "The High Street Honeys phenomenon has been going from strength to strength but we felt that we were not getting enough entrants from university students."
The long-running competition is spread over a number of issues of the magazine and the winner, as voted by readers, will be revealed in an issue later this year. The exact issue is being kept under wraps by the FHM team.
The Lounge is using all-girl teams of students equipped with cameras and promotional material to encourage other students to enter.
James Layfield, managing director of The Lounge, said: "As with all of our campaigns we've picked a team that really get the consumers we're after. In this case, they know the universities that they are working at, they will already know most of the girls that would be perfect and they are going to get them to apply."
The Lounge is on Scottish Courage's roster and has worked for its Foster's and Kronenbourg brands, and has also worked for Oxfam and Virgin Mobile.
The agency was formed three months ago by Layfield and commercial director Sara Gil, after Virgin closed its Virgin d3 field marketing agency, for which they worked. The new agency started with the name Closer but has since changed it to The Lounge.
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