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LOVE MYSELF campaignIn 2017, the internationally known K-pop boy band, BTS, started its anti-violence LOVE MYSELF campaign in partnership with UNICEF. The goal was to help promote self-esteem and self-love while ending violence against children and young people around the world. The campaign was widely successful, raising $1.4 million in its first year and $2.98 million to date.

BTS: Background

From the start of its career, BTS broke the proverbial mold for K-pop groups. BTS uses its creative freedom to give voice to its struggles and fears. In doing so, the group was also representing the same struggles and fears of the youth. In September 2017, the group released the first album of a trilogy bearing the title “Love Yourself,” with the final two albums released in 2018. The three-album cycle follows a structure posed by psychologists Erich Fromm and Joseph Magno, presenting a journey to self-love.

UNICEF Partnership

UNICEF began the #ENDviolence campaign in 2013 with a focus on creating a safer world for the youth. When BTS joined four years later with the LOVE MYSELF campaign, the group brought fans and social media presence to the original campaign. BTS helped raise money at pop-up booths at every stop of the group’s global concerts. The group also donated a portion of album sales and 100% of all profits from the LOVE MYSELF campaign merchandise will go toward #ENDviolence. The funds raised through the LOVE MYSELF campaign are used to protect and support children and teens affected by domestic violence, school-related violence and sexual violence. The funds are also used to empower local communities to take a stand and prevent violence.

COVID-19 and a Renewal of Support

The COVID-19 pandemic caused hardships for many. With school closures, young people have been significantly affected. Furthermore, with decreased access to services during the COVID-19 pandemic, a renewed focus has fallen on the mental and psychological well-being of children or young adults enduring any kind of violence, neglect or bullying.

In response, BTS renewed a commitment to the LOVE MYSELF campaign in March 2021, signing on for two more years. This includes expanding the ongoing LOVE MYSELF campaign, supporting UNICEF with $500,000 per year and a separate $1 million donation to UNICEF by 2022. The renewal also raised the campaign to a global partnership, expanding from just UNICEF Korea to UNICEF at large to better help prevent violence against youth across the globe.

As UNICEF supporters, BTS spoke directly to heads of states and other world leaders at a United Nations General Assembly gathering in New York. The group released an exclusive music video to support the campaign and encourage love and kindness online and in real life.

Prioritizing Self-Love and Ending violence

The LOVE MYSELF campaign is close to the hearts of the members of BTS. The core of the campaign’s message is similar to that of the group’s music. BTS wants fans to prioritize self-love and anti-violence. The group’s renewal of support for the LOVE MYSELF campaign with UNICEF shows a continued commitment to protect and empower children and young people around the world.

Courtney Roe
Photo: Flickr

Band Members from BTS who renewed LOVE MYSELF campaignGrammy-nominated, South Korean group, BTS recently announced the renewal of their partnership with UNICEF and their LOVE MYSELF campaign, which was first introduced on November 1, 2017. Originally, BTS used the partnership to sponsor UNICEF’s #ENDViolence campaign that sought to ensure safety for children everywhere in the world. UNICEF and BTS raised awareness for the recurrent issues of sexual assault and domestic violence for teens and children through the #ENDViolence and BTS’s LOVE MYSELF campaign.

Working with UNICEF

As the years went by, BTS hosted UNICEF booths around the world to educate the public about violence against children. The group also held a world tour under the campaign’s name. Their booth in Seoul’s Olympic Stadium was especially impactful and gathered the largest crowd in UNICEF’s event history. This places in perspective BTS’s critical role in assisting UNICEF in its goal of protecting children’s rights, especially children in poverty, across the world. BTS even took their influence to the United Nations, speaking at the U.N. General Assembly in New York where they shared their own experiences and the importance of self-love, stating, “no matter who you are, where you are from, your skin color, gender identity: speak yourself.”

Renewing the UNICEF Partnership

As of March 2021, through an announcement video on their Youtube channel, BTS renewed their commitment to the cause, donating $1 million to UNICEF, as well as profits from the LOVE MYSELF campaign’s merchandise and a portion of the proceeds from their album sales of the same name. Since 2017, this partnership has raised $2.98 million for UNICEF’s global mission and the hashtag #BTSLoveMyself has been mentioned more than 11,800,000 times, showing significant impact and success in spreading awareness.

In their announcement video, the BTS members shared the importance of their campaign and partnership, making it clear they value the UNICEF partnership and the issues the humanitarian organization stands for. V, one of the beloved band members, said “LOVE MYSELF starts with a message to love yourself, but ultimately it’s a message of loving each other and loving everyone.” J-hope added his heartfelt comment, “If our campaign just gives people the chance to think about how they can love themselves and share love to others, I think that will have a great impact.”

LOVE MYSELF Campaign Amid COVID-19

With COVID-19 still affecting our daily lives, the LOVE MYSELF campaign’s renewal is especially significant. COVID-19 has a negative impact on children across the world. Approximately 168 million schoolchildren were home as a result of school closures, with one in three being unable to access remote learning through the pandemic. Furthermore, in November 2020, UNICEF estimated that the number of children living in poverty-stricken households would increase by 140 million by the end of 2020. Supportive and successful campaigns like LOVE MYSELF are crucial during these challenging times.

As UNICEF Executive Director Henrietta Fore said, “COVID-19 is taking an enormous toll on all our lives and emotional well-being… Through their music and messages, BTS has said to their global audience, ‘You are not alone. This is a difficult time for all of us. And together, with love and kindness, we will get through it.’”

– Juan Vargas
Photo: Flickr