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On Monday, April 22, UNICEF Korea revealed that BTS and BigHit renewed their 'LOVE MYSELF' campaign with the organization through the #OnMyMind initiative. This new campaign will now specifically focus on promoting the importance of mental health among children and adolescents.
The campaign 'LOVE MYSELF' concentrated on encouraging youth to self-love and the importance of the same while simultaneously advocating for the eradication of violence. It has now expanded to address a larger boundary of issues plaguing youth. Therefore, this involves highlighting the importance of mental health. This campaign will be integrated through the Today's Heart Relay event, which is scheduled to take place between April 22 and May 6.
The event encourages participants to freely speak their minds and acknowledge each other's feelings. The event will also introduce a video that showcases the BTS members' handwriting, and the participants will also be receiving a 3D memo with that campaign's image through a lottery system.
UNICEF Korea announces the renewal of the 'LOVE MYSELF' campaign with BTS and BigHit
The seven-piece K-pop boy group, BTS, partnered with UNICEF along with their entertainment agency, BigHit, in 2017. The partnership was initiated through a campaign titled LOVE MYSELF, which took inspiration from the group's then-released album series called Love Yourself.
A portion of the merchandise and album sales of the album were directed to UNICEF. These funds, therefore, advocated for UNICEF and BTS' collaborative initiative to spread awareness of the importance of loving oneself. However, both the members and their agency have decided to renew the campaign's ideals through UNICEF's recent #OnMyMind initiative.
The new campaign will add another concern of the youth: the importance of mental health. For the upcoming campaign, UNICEF has launched a website where people can write an e-postcard addressing anything that's been plaguing the minds of children and adolescents. Its aim, therefore, is to provide a platform for youth to freely speak their minds and use the space to express how they are doing and feeling.
People can either keep their messages private or make them public on the website's gallery so that others can be encouraged and motivated by other people's stories and confessions. However, this is only a small initiative of the bigger campaign that's been made in collaboration with BTS. The campaign was also created to celebrate the boy group and BigHit's five-year partnership with UNICEF.
On the other hand, UNICEF also revealed other remarkable goals that were achieved through their partnership with the K-pop boy group in 2017. According to UNICEF Korea, the partnership with BTS and BigHit Entertainment, dating from 2017 to the present, sponsored funds that amounted to over 8.9 billion KRW.
This funding was brought forth through not just donations from the group and their agency but also from the album and merchandise sales of their Love Yourself album and other special merchandise created specifically for the LOVE MYSELF campaign. This sponsorship helped UNICEF completely fund their #ENDViolence project.
#ENDViolence is an initiative created in collaboration with UNICEF and BTS. The campaign was kicked off on the occasion of World Friendship Day, and it revolves around battling violence among youngsters. This addresses issues of abuse, bullying, and other forms of violence that affect the youth population's mental health.
On the other hand, the members are currently serving their mandatory military service. The eldest member, Jin, who first left for his military service, is expected to return by June 2024.
