Marketing--for the masses?

Bart Leahy discusses the history of promoting space and offers recommendations for engaging the public in his report published online in The Space Review. Women, minorities, and environmentalists join the often-cited youth demographic in his list of target audiences. Proposing messages "addressing the needs of specific audiences", Leahy cites almost every major demographic group as a niche. Should we focus on dividing the message of space's benefits into repackaged versions better suited to one market segment?

With a recent survey showing 27% of the 18-25 year-olds doubting that NASA went to the Moon (and one in ten thinking it was "highly unlikely” that a Moon landing had ever taken place), we most surely need to speak with the youth. But how? We have educated guesses as to why there is disbelief but no plan to address it directly.

So, what can we do to promote space in a way that hits everyone in a new and powerful way? And how do we carry out the plan without relying on NASA to do all the work for us?