There are already games out there that promote kindness and familiy values in a subtle way, without actually stating it as a goal.
I start getting weary when a government starts stating such goals.
But based on your assumption ,we have to tackle everything that a government does as a possible threat to our liberty , pockets , minds?
Not exactly tackle, but governments tend to have a nasty track record in those areas, so any such initiative automatically raises a few red flags and blows a few whistles.
Worrying that much about what the government is planning to do will get you killed faster from stress than they can do it.