Ministers have renewed criticism of "elitism" at top universities during the launch of a campaign aimed at encouraging more young people to enter higher education.

Launching a nationwide series of promotional roadshows on Monday, education minister Margaret Hodge said the government wanted to see top universities doing more to attract less well off students.

The "Aimhigher" roadshows aims to provide practical information to young people and five trailers, screening interactive films, are to tour schools in areas with low rates of HE participation and to target families with no tradition of entering university.

As the campaign got underway, Hodge reignited the "elitism" row with Oxbridge institutions, saying that universities could learn from the American experience of attracting students.

Speaking at the roadshow launch at Eastlea Community school in Newham, London, Hodge said: "Our top universities must also take a long hard look at their student intake. Over 85 per cent of those who go to our top universities come from the top three income groups. That means that less than 15 per cent of their students come from half the population."

"Background, not potential, is having an undue influence on people's life chances. In America the Ivy League universities invest many thousands of dollars in finding and identifying the most talented young people. Universities here must hunt out bright young people from disadvantaged areas," she added.

The minister said the government was playing its part in widening access to universities.

"The Aimhigher campaign means that young people, who may not have thought about going on to university, as well as their parents and teachers, will get the information and support that will help break down their fears and prejudices," Hodge said.

And in a sign that Hodge's remarks are part of a more concerted government campaign to step up the pressure on universities, the calls were backed by education secretary Estelle Morris who said the present situation could not be allowed to continue.

"We cannot continue to allow young people's talent to go untapped. Nobody can think that middle class children are brighter than poorer children. But then why are you five times more likely to enter higher education if you are from a professional background as opposed to an unskilled or manual background?" Morris asked.

The government's target is for 50 per cent of young people to participate in higher education by the time they are 30. The Aimhigher campaign is part of a £190 million three-year programme to increase the number of young people from disadvantaged backgrounds who apply for and enter higher education.

The fleet of trailers for the roadshows are being supported by the Royal Bank of Scotland Group, which is providing £1.8 million over three years for the campaign. In return, during the second and third years of the roadshow, bank staff will be attending to give advice on the financial aspects of going to university.