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According to the UNICEF Korean Committee on May 22, 2024, the renowned K-pop group BTS, along with their label Big Hit Music and their fanbase ARMY, have been supporting the UNICEF campaign '#ENDviolence' since 2017 through their 'LOVE MYSELF' initiative.
This campaign, which includes proceeds from their merchandise and album sales, has raised a total of 8.9 billion won ($6.6 million) to help eradicate violence. In a statement released by UNICEF, the President of the Korean Committee for UNICEF Jeong Kap-young stated,
"Over the past 7 years, BTS' LOVE MYSELF message has offered immense comfort and courage to children and youth around the globe. I earnestly call for increased interest and support from everyone for the mental health of children and youth through the #OnMyMind initiative."
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This sponsorship fully funded UNICEF's #ENDViolence project, a collaboration launched on World Friendship Day focusing on combating violence among young people. The campaign addresses issues such as abuse, bullying, and other forms of violence that impact the mental health of youth.
BTS and UNICEF's campaign renewal
In 2017, the seven-member K-pop group Bangtan Sonyeondan, known as BTS, and their management agency BigHit Entertainment, launched a partnership with the United Nations Children's Fund (UNICEF) called the LOVE MYSELF campaign, inspired by their Love Yourself album series.
On April 22, 2024, UNICEF Korea announced that BTS and BigHit have renewed their 'LOVE MYSELF' campaign through the #OnMyMind initiative.
This new campaign focuses on promoting the importance of mental health among children and adolescents. The original 'LOVE MYSELF' campaign encouraged self-love among youth and advocated for the eradication of violence. It has now expanded to address a broader range of issues affecting young people, with a particular emphasis on mental health.
The campaign was integrated into the Today's Heart Relay event, held from April 22 to May 6. This event encouraged participants to openly share their thoughts and acknowledge each other's feelings.
A video featuring the handwriting of all seven members was introduced, and participants had the chance to receive a 3D memo with the campaign's image through a lottery system.
UNICEF also launched a website for the campaign, allowing people to write e-postcards addressing issues affecting children and adolescents. These messages could be kept private or made public in the website's gallery, providing a platform for youth to express their thoughts and feelings and find encouragement in others' stories.
This new focus on mental health is part of a larger initiative celebrating BTS and BigHit's five-year partnership with UNICEF. The group's charitable endeavors encompass more than just monetary donations. They involve partnerships with prominent brands to raise awareness and funds for specific causes, auctions of memorabilia from performances and photo shoots, and dedicating a portion of proceeds from select projects to charitable initiatives.
Furthermore, the septet's philanthropic gestures have a ripple effect on their worldwide fanbase, inspiring them to initiate numerous charitable endeavors and enact significant transformations across various sectors.
The BTS members continue their military service, with the eldest member, Jin, expected to return by June 2024.
