A uniquely Japanese approach to a public health campaign

As an expat, I find it interesting comparing things like public health campaigns from Japan to back home, and a recent one here has definitely caught my eye. The Ministry of Health, Labor and Welfare just appointed Pikachu and Snorlax as official "Sleep Support Ambassadors." It might sound cute (and it absolutely is), but there's a serious side to it as well.

Apparently Japan has some of the shortest average sleep times in the world, and officials are eager to change that, especially when it comes to kiddos getting enough shuteye. The Pokémon Company and the ministry are teaming up to produce educational posters, give talks, and even turn sleep into a kind of entertainment to get people to take it more seriously.

What do you think of incorporating popular characters into a public health campaign? I know that it piqued my interest!