Big Issue founder John Bird and Tim Campbell, winner of the BBC’s Apprentice, were among the first seven ambassadors for social enterprise named by Cabinet Office minister Ed Miliband.

Eden Project co-founder Tim Smit, Fifteen chief executive Liam Black, chief executive of Cafedirect Penny Newman and Lord Victor Adebowale, chief executive of Turning Point have also been recruited to lead the development of social enterprise in the UK.

“Only one in four people know what a social enterprise is and raising awareness is key to ensuring consumers, investor and entrepreneurs who are motivated by more than money alone know what options are open to them,” Miliband said.

The minister said the ambassadors would “take up the gauntlet” to open up the opportunities of social enterprise to as many people as possible, and to as many regions as they could.

Speaking on his appointment, Campbell said: “Though many companies are already doing amazing things to fight social injustice there is room for so much more. The social enterprise business model can turn capitalism into a genuine force for good."

Bird said social enterprise tapped into skills and abilities that in other circumstances may never be used. He said it was “big on delivery and big on opportunity”.

Phil Hope, minister for the third sector, said: “I am convinced that the people best placed to champion social enterprise are social entrepreneurs themselves. I have met and worked with social entrepreneurs and I know that many of them are talented, motivated, dynamic and inspiring people, and I can’t think of any better advertisement for the sector.

“I believe we can create a culture where social enterprise becomes a mainstream option for anyone thinking of starting a business,” Hope added.

A further 20 ambassadors are to be recruited over the coming month, by the programme’s delivery partner The Social Enterprise Coalition. Chief executive Jonathan Bland also called for social entrepreneurs across the country to apply.