It’s hard to deny that K-pop supergroup BTS has a huge influence with their huge international ARMY fanbase. And it’s great to know that they are using that platform to spread some positivity around the world.
In four years, the group’s initiative with the United Nations Children’s Fund (UNICEF) raised an impressive amount of money. In addition, the “Love Myself” campaign garnered massive social media attention and brought much needed awareness to its message.
What is the meaning behind the partnership, what did BTS do to make it a success, and how much money has the initiative raised so far?
UNICEF and BTS promote an end to violence through love: ‘Love yourself, share love’
In 2017, BTS and its label BigHit Music partnered with the Korean Committee for UNICEF. The group’s members expressed their desire to “be the first artists in Korea to raise funds as part of a social fund for global campaigns.”
The message they wanted to share was about self-love as well as giving love to others. They wanted to “donate a portion of their proceeds from the sale of the album and 100% of all profits from the sale of merchandise to a number of social programs – including the prevention of violence against children and adolescents, as well as support programs for victims of violence.” also included.”
According to the campaign’s website, the intention of the partnership was to “help children and adolescents exposed to violence” globally. The name “Love Myself” is apparently a shortened version of his idea of the true meaning of love: “Love yourself, share the love.”
It’s really no surprise that fans love them! But how active was the group in the campaign?
UNICEF: ‘BTS with its military has helped spread the positive message’
The members of BTS individually and as a group have been very active in raising awareness for the campaign. For example, UNICEF was welcomed to set up booths at concerts to provide information on how to stay safe and get help. The members also spoke at the United Nations Headquarters on several separate occasions.
Notably, the group filmed a music video for their song “Dance Allowed” at HQ. It was released on the United Nations YouTube channel – which has 2 million subscribers – and garnered over 27 million views.
The initiative was a social media success, generating millions of tweets, likes, comments – you name it. In a statement, UNICEF’s executive director said, “The unprecedented way in which BTS has helped to spark a positive message with its military is unmatched and incredibly priceless.”
‘Love Myself’ partnership to continue
According to UNICEF, “BTS and BigHit Music renew their commitment to the campaign, pledging over $1 million.” He also promised to donate “proceeds from the sale of ‘Love Myself’ merchandise, plus a portion of album sales.”
“We look forward to continuing to do what we are doing and raising our voices, so that we can help people find happiness and love,” BTS said in a statement. “We will be honored if all seven of us can continue this campaign to return the wonderful love we have received.”
There’s no doubt ARMY will be right behind them to help keep the work going.