Keith's note: Released 20 Aug 2015. Lots of NASA logos, hardware, facilities seen by
7,756,789 15,747,636 18,164,860 21,272,171 29,390,085 young viewers so far. Priceless.
NASA just hit a home run in terms of being in front of millions of eyeballs. A tweet was sent to 24,700,000 @OneDirection followers and was subsequently retweeted/favorited 77,000 times. @NASA also sent a tweet to its 11,900,000 followers which was then retweeted/favorited 50,000 times. Since there is likely minor overlap between @OneDirection and @NASA you can safely assume that the reach was additive i.e. more than 36.6 million Twitter followers reached - that's more than the equivalent of 10% of the united States population. Then there's their official One Direction Facebook page (with 38,000,000 likes) which also features the video - more than the combined Twitter reach combined. And so on.
What an opportunity to reach a population demographic that is simply vast in numbers - right? You'd think that space advocacy organizations (who, after all, want the public to share in their fascination with space) would be overjoyed about this and want to make sure that their members know about it - and to use this as an example of the broad appeal of space exploration. Guess again. Is there any mention at the Planetary Society's website or their Twitter @exploreplanets? No. Just pictures of nerds. As for National Space Society, they're sound asleep. And so on. Space advocates are just sleep walking though this whole space advocacy thing. As such they are increasingly irrelevant.