Photo: C Flanigan/Getty Images
BTS, UNICEF Join Forces Against Violence With Love Myself Campaign
They might look like they don't weigh much but BTS has been walking with heavy feet on U.S. music charts and on stage in Japan. On Oct. 31 the K-Pop crossover sensation and Big Hit Entertainment in partnership with the Korean Committee for UNICEF revealed Love Myself, an anti-violence charitable campaign they've had in development for 6 months..
The perspective on this is important because the difference between the slogan's "Love Yourself" version, mentioned in the campaign's video, and "Love Myself" is directly addressed to victims. Children and victims of trauma of any age can constructively remind themselves of this simple truth; saying "Love Myself" to themselves is something they can do, or try to do. Loving yourself is a first step to recovery and the hashtags #BTSLoveMyself and #ENDviolence are intended to help call their fans to action, raising money for UNICEF while sharing music, love, and a commitment to make the world better.
With this campaign BTS and their devoted fans worldwide address real pain and suffering by mobilizing the joy of music to improve lives of those who need help the most.
Billboard described this as "the latest in a long line of partnerships that Korean celebrities and [UNICEF] worked on." The 2-year partnership pledges 3 percent of Love Yourself physical album sales revenue, all "Love Myself" income, a guaranteed minimum totaling more than U.S. $447,000, as well as fundraising for UNICEF directly. The first thing that happened after the campaign was announced was that its website crashed under the immediate response.
For details on the band's message and to join BTS and UNICEF in helping children exposed to violence, visit Love-Myself.org.