BURST2024 Be An Astronaut Campaign
NASA astronauts have been traveling to space for more than six decades and living there continuously since 2000. Now, NASA’s Artemis program is preparing to land the first woman and the next man on the Moon. As NASA continues to expand human exploration in our solar system, we will need more than the currently active astronauts to crew spacecraft bound for deep-space destinations.
Every four years, NASA opens its doors and welcomes thousands of applicants to join a new class of astronauts that will push human spaceflight to new depths. Astronaut applications opened March 5, 2024, and closed April 16, 2024. In those 42 days, NASA’s 2024 Be An Astronaut Campaign used various platforms to promote the beauty of human spaceflight, explore opportunities to reach untapped and underserved audiences, encourage the younger generations to follow their dreams and pursue a career as an astronaut, and inspire the world about the capabilities we have as humans to explore farther than we ever have before.
Official “Be a NASA Astronaut” Video
To kick off the astronaut recruitment campaign, NASA, NASA Johnson, NASA Artemis, and NASA Astronauts accounts collaborated on a video narrated by Morgan Freeman on Instagram reaching over 9.7 million views. This video, seen below, was shared across agency social media platforms, YouTube, and digital sites to introduce the start of the astronaut application period.
"Spaceflight is just one part of it. You are a team member before you are any thing in this role."
April Jordan
Manager of NASA Astronaut Selection
Throughout the campaign, #BeAnAstronaut was utilized to increase campaign awareness and engagement. This hashtag was used by 36 agency accounts and totaled 167 posts across the agency. With over 15,000 social media mentions, 256,655 total page views throughout the campaign, and news presence on the Today Show, TIME Magazine, Yahoo News, The New York Times, and more, the Be An Astronaut campaign was a successful and exciting project that inspired aspiring astronauts to follow their dreams.
2024 Astronaut Graduation
On March 5, 2024, not only did astronaut applications open, but the 2021 class of NASA astronaut candidates graduated, officially making them astronauts and eligible for spaceflight. These newly graduated astronauts created a superlative to demonstrate just how NASA’s astronaut corps works as a team and family as they passed the torch down to NASA’s next class of astronauts.
Astronaut Candidate Countdown
Our astronaut graduation countdown campaign celebrated the most recent graduating class of astronauts. The previous class completed two years of rigorous training at Johnson Space Center before they officially gained their wings. This campaign not only highlighted their achievements, but hopefully inspired potential candidates by showcasing the journey from trainee to astronaut. During the graduation ceremony, applications for the next astronaut class were announced, continuing the legacy of excellence and exploration.
NASA Tumblr Thread
For many people, human spaceflight has been a part of their lives for decades. After years of exploring, hundreds of astronauts have shared their unique experiences with the world and inspired many to want to follow in their footsteps. With over 100 thousand impressions on Tumblr, NASA posted a unique thread on “5 Myths About Becoming an Astronaut”.
STEM Pinterest Pin
Reaching various audiences of all ages, backgrounds, demographics, and experiences was key during the Be An Astronaut Campaign. Not only was it important for this campaign to reach qualifying applicants, but it was just as important to reach the aspiring astronauts of the younger generation.
NASA posted on Pinterest 10 ways students can kick-start their space journeys within NASA’s Office of STEM Engagement, or OSTEM. Through this post, NASA was able to reach over 40 thousand students and share ways to get involved with NASA’s missions.
"[NASA’s] decisions have led us to having an astronaut office that looks very much like America. You could reach in and grab any four people, and they would look like our crew.”
Victor glover
NASA Astronaut, Artemis II Pilot
NASA @ SXSW
NASA astronauts Jeanette Epps and Loral O’Hara joined NASA experts at the South by Southwest conference in Austin, Texas live from space on March 12, 2024. The astronauts joined a panel from aboard the International Space Station to discuss what it’s like to be an astronaut, how people can get involved with space station research and technology, and how to apply to become an astronaut.
Vice President Encourages Applicants
Vice President Kamala Harris quoted NASA on X to encourage people to apply to become an astronaut reaching more than 885 thousand users on the social media platform.
Astronaut Reddit AMA
Our Astronaut Recruitment Reddit AMA on March 20th was the top post on Reddit with 25 million subscribers, and stayed pinned to the top of the subreddit for several days. NASA astronauts Shannon Walker, Jessica Watkins, and Luke Delaney discussed what it takes to be an astronaut as well as personal insights into their journey.
Merriam-Webster Word of the Day: Astronaut
NASA astronaut and member of the recently graduated 2021 class of NASA astronauts, Deniz Burnham, participated in the “Word of the Day” series with Merriam-Webster defining the word ‘astronaut’. Just weeks after officially becoming an astronaut, Deniz’s video was featured on Merriam-Webster’s website and social media platforms.
Houston, We Have a Podcast
On NASA’s top-rated podcast, “Houston We Have a Podcast,” our astronaut recruitment episode garnered over 4,000 plays on Apple Podcasts and more than 1,000 plays on Spotify. In this episode, the manager of NASA astronaut selection discussed the selection process and how to apply for an out-of-this-world career.
United States Army Astronaut Recruitment Video
NASA astronaut and U.S. Army Col. Anne McClain discussed her experience as an astronaut and how other members of the U.S. Army can apply to become an astronaut and travel to space like her. This video was posted on the U.S. Army’s social media as well as posted to YouTube reaching thousands of supporters in and of the military.
Become An Astronaut Webpage
NASA’s ‘Become An Astronaut’ webpage drove 246,655 viewers to the page throughout the duration of the recruitment campaign from internal and external collaborations across various digital platforms and events. Listing job requirements, frequently asked questions, and how to apply, the webpage consisted of 87.1% new visitors to the site and had almost 28 thousand referrals from Instagram.
The 2024 Be An Astronaut Campaign ranged from March 5, 2024 to April 16, 2024 and successfully integrated various platforms, outreach opportunities, and educational resources into the recruitment of our next class of astronauts.
With over 15 thousand social media mentions, 2 thousand news outlet mentions, $4.6 million in publicity value, a 91% positive sentiment, and 195 countries involved in the conversation, the campaign was able to inspire NASA’s future space explorers and push the agency closer to returning to the Moon and going to Mars.
