Abstract:
By implementing Hubble 15th Anniversary project (2005), the European Space Agency
(ESA) follows the new realities of Public Relations and science communication which apply to
research institutes concerned with astronomy. The mix between the principles of popular culture
and the Public Understanding of Science (PUS) movement represents the theoretical foundation
of an active and efficient communication strategy, intended for the promotion of a positive
attitude among the public towards the opportunities of scientific research. By using all the means
offered by popular culture, Hubble 15th Anniversary project suggested a range of cultural
products and events (Hubble Days events, DVDs, Hubble-themed gadgets etc.) which
combined information with entertainment and which managed to materialize a science PR
strategy based on the realities of popular culture.
