The world is in a constant battle for attention, most of it for our exploitation rather than to our collective benefit. The commercial side of social media is a slick, well funded publicity machine. That is fine. But we also need to promote scientific understanding, adventure and exploration in our society. The idea is a publicly funded scientific promotion institute. A dedicated PR agency that collaborates with scientific publishers and institutions to point the firehose of attention onto discovery. There are a lot of really great science communicators out there. What we need is a highway of communication from the science communicators to the people, though the social media. Let's help people to appreciate humanity's best current understanding of the universe, and our place in it, and inspire them toward a culture of progress.