The Embassy of Japan has hired Seven Letter for media outreach and a digital advertising campaign to promote tourism and raise public awareness of the country's health initiatives to counter the COVID-19 pandemic.

Japan has fared much better than other nations in containing COVID-19, though infections are on the rise, according to the Aug. 5 Japan Times.

Despite an aging population, Japan has registered a low death rate from the virus. Johns Hopkins University reports Japan has a 0.8 ratio of deaths per 100K population from the virus, compared to 65.7 in the UK and 38.6 in the US.

The country has more than 46K confirmed COVID-19 cases and 1,028 deaths.

Seven Letter’s contract with Japan began Aug 1 and runs through February.

It receives a $40K monthly retainer for the effort, along with a $200K budget for four two-week digital ad campaigns.