BTS and its label Big Hit Entertainment have renewed their partnership with UNICEF in order to promote the ‘Love Myself’ campaign, vowing to end violence and neglect, and promote young people’s self-esteem and well being.
On March 5, 2021, UNICEF released a video of BTS pledging to continue their ‘Love Myself’ campaign till 2022. As part of the renewed partnership, the Grammy-nominated K-Pop group have also promised to donate over US$1million to UNICEF, along with the proceeds from the sale of ‘Love Myself’ merchandise and a portion of proceeds from the ‘Love Myself’ album sales. RM aka Kim Namjoon, the leader of BTS said, “We are extremely moved and thankful that our LOVE MYSELF campaign, which began with small steps, is now being elevated to an even bigger partnership.”
He also said that they grew as individuals and strived to love themselves in this journey. The other BTS member’s also shared their individual thoughts about the campaign. However, Suga could not be a part of the video as he is recovering from his shoulder surgery. The members however voiced out that he shared the same thoughts as them.
The ‘Love Myself’ campaign was created by BTS and Big Hit in partnership with UNICEF in the year 2017, aiming to promote self-love and spread messages of hope to youngsters around the world. Since then, the campaign has raised US$2.98 million globally to help UNICEF end violence against children and teenagers and has helped adolescents all over the world open up and share their own stories and experiences of violence and bullying. As ambassadors of UNICEF, BTS has addressed world leaders at the annual United Nations General Assembly meeting in New York. The group also released an exclusive music video to promote their campaign to encourage love, kindness and hope both in real and online life. They have also set up booths in their concerts world-wide to spread awareness on self-love and how individuals can protect themselves from violence and bullying.