TheBangtanDatabase
"Love Myself"
In 2017, BTS launched their global "Love Myself" campaign with the United Nations Children’s Fund (UNICEF). Their mission was to advocate "against violence towards children and teens around the world, with the hope of making the world a better place through music" (BigHit Music). With the collaboration of UNICEF, BTS launched various campaigns such as #ENDviolence, seeking to protect children and teens already wounded by violent situations, as well as to implement protective measures to avoid further tragedy. Additionally, The #LoveMyself campaign sought to promote self-esteem and well-being among children and young people globally (UNICEF).
5 Year Legacy
2017-Present
Love Myself Campaign
According to an analysis in UNICEF's flagship report, The State of the World's Children 2021, LOVE MYSELF has generated almost five million tweets and more than 50 million engagements, such as likes, tweets and replies (Wylie). BTS themselves have amassed over 43.6 million Twitter followers, so the success of the campaign is a testament to BTS' ability to transmit messages effectively on the platform to their large audience.
2017-Present
LOVE MYSELF total accumulation
According to the official Love Myself Organization website created by BTS, BigHit and UNICEF collaboratively, the cause has accumulated over 4.5 billion Korean won since it's startup (*note* this estimate was last updated in August of 2021). That translates to 3.6 million U.S. Dollars (USD)!
2021
BTS and BigHIt repledge
to UNICEF
BTS and BIGHIT MUSIC renewed their commitment to the LOVE MYSELF campaign, pledging over $1 million USD to UNICEF, as well as 100% of their proceeds from the sale of LOVE MYSELF merchandise (created specifically for the campaign), as well as a portion of their proceeds from the four-part "Love Yourself" album series they created (Wylie).
The Artistry of the Love Myself Campaign
In addition to the exclusive consumer goods BTS created to support the campaign, the group launched a music video to generate more public engagement (an excellent use of media technologies to stimulate change). The music video demonstrates the power of music to unite souls together during times of mental distress and loneliness. Here, BTS call upon their viewers to treat others with kindness rather than immediate judgment.
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BTS' call to action is not far off from tactics used during World War I. For example, the famous Uncle Sam poster was a propaganda effort to boost citizens' war morale (Video Lesson 6). In the BTS music video, it ends with 'Choose Respect. Choose Support. Choose Kindness" and Uncle Sam's poster shouts "I want YOU" with a pointing finger. Both examples are asking their audience to interact with their cause in some way. However, BTS' is using mass media to call for total peace rather than total war.
BTS: the first Korean musical act to address global leaders
at the 73rd UN General Assembly
“No matter who you are, where you’re from, your skin color, gender identity: speak yourself" (RM). In 2018, leader of BTS Kim Namjoon (also known as RM) gave a speech at the United Nations in New York as a representative of global youth. He shared his own story growing up Korean and facing prejudices, and how he consciously works towards loving himself each day. By the end of the speech, he encouraged all young people to "speak themselves" and walk confidently in their own personal stories.