Blood donations are down in Japan amongst people in their late teens and twenties, but Japan’s Ministry of Health, Labor, and Welfare has a plan to combat that. By starting their own fictional Idol group, KKT21.
Kenketsu 21st Century (Kenketsu being Japanese for blood donation) is a fictional idol group created in an effort to educate the youth of Japan on why donating blood is important. Made up of five girls whose ages all fall into the target demographic of who they are trying to reach, the current video spends most of its time telling the information is set to divulge but does end with a pretty cheerful song.
It will be interesting to see what successes this has in terms of educating those it wants to, but its a fun and modern set attempt t connect with its demographic. We wish the KKT21 all the luck!
(Featured Image Source – MHLW)