Love Myself (campaign)

Love Myself (stylised as LOVE MYSELF) is a two-year, anti-violence campaign launched on November 1, 2017 by South Korean boy band BTS in partnership with the Korean and Japanese Committee for UNICEF.[1][2][3] The campaign idea was introduced by the group as a sponsorship to #ENDviolence, a global UNICEF campaign aimed at the protection of young people so they can live without the fear of violence,[4] and promotes the hashtag – #BTSLoveMyself, which asks fans and supporters to post self-loving photos with the hashtag to different social media platforms.[5]

Love Myself
FormationNovember 1, 2017 (2017-11-01)
Founded atSouth Korea
PurposeAnti-violence
Key people
BTS, UNICEF (Korea and Japan)
Websitelove-myself.org/eng/

Love Myself made BTS the first artist in South Korea to raise funds as part of a social fund for global campaigns.[6]

Background

BTS' discography focuses heavily on themes such as mental health issues, suicide, nihilism, the K-pop idol system, and female empowerment. In September 2017, their fifth extended play, Love Yourself: Her, which featured themes of love, loss, friendship, and death, was released. As with past EPs and albums, BTS continued to promote social messages in the new songs.[7][8]

BTS started working on the campaign in early 2017, together with their label Big Hit Entertainment, and hoped to help with their social influence in action.[9] In November, BTS and the Korean Committee for UNICEF announced their partnership, supporting both their Love Myself campaign and UNICEF's #ENDviolence campaign.[10] Since then, BTS began promoting the campaign and raising funds to support it. Official merchandise for the campaign was released and made available for purchase through BTS' online store.[11]

In January 2018, BTS introduced donation platforms in collaboration with KakaoTalk as well as official stickers for the campaign.[12][13] Five months later, in June, a partnership with the Japan Committee for UNICEF was announced through a partnership agreement ceremony held in Tokyo.[14] BTS later attended the 73rd session of the United Nations General Assembly in New York on September 24,[15] for the launch ceremony of UNICEF's global partnership, Generation Unlimited, a program “dedicated to increasing opportunities and investments for children and young people aged 10 to 24.”[16] RM spoke on behalf of the group and delivered a speech about the Love Myself campaign.[17]

Donations

The campaign is funded in the following ways:[1][18][19]

  • KR₩ 500 million donated by Big Hit Entertainment and the seven members of BTS
  • 3% of all income from physical album sales of the Love Yourself series, including Love Yourself: Her, Love Yourself: Tear and Love Yourself: Answer
  • 100% of all sales of official Love Myself campaign goods
  • Part of the income from the sales of official KakaoTalk Give-ticon and LINE stickers for the Love Myself campaign[13][20][21]
  • Kakao’s contribution platform “Together Value with Kakao”[22]
  • Naver’s online donation platform “Happy Bean”[23][24]
  • Donations received through donation desks installed by UNICEF

The proceeds will be used to support young victims of school violence, domestic violence and sexual assault around the world, as well as education programs for local communities to aid violence prevention.

Accomplishments

As of January 17, 2018, global accumulated funds received for the campaign totaled around KR₩ 106 million. Overall, around KR₩ 606 million was raised.[25] The #BTSLoveMyself hashtag has been used across social media over 2 million times.[26] In November 2018 it was announced that over KR₩ 1.6 billion had been raised by the organization, or $1.4 million USD.[27] As of June 30, 2019, the campaign's global accumulated funds total stands at KR₩ 2.4 billion.[28]

Awards
Association Ceremony Date Category Recipient Results
UNICEF Inspire Awards[lower-alpha 1] 2020 Best Integrated Campaigns and Events Love Myself Won[31]

Notes
  1. UNICEF Inspire Awards are annually given by UNICEF Headquarters to honour the "most innovative and inspiring" global UNICEF campaigns of the year across 18 categories. The 'Integrated Campaigns and Events' category awards the campaigns that have generated the biggest influence and inspiration in areas including promoting children's rights, fundraising and public relations. For the 2020 edition, 100 campaigns across 50 countries were considered, with winners selected through a combination of online votes by UNICEF employees worldwide and the evaluation of a judges' panel.[29][30]

References
  1. Hwang, Ji-young (November 1, 2017). 방탄소년단X유니세프, 韓최초 글로벌 프로젝트 론칭 [BTS X UNICEF launches the first global project]. JoongAng Ilbo Daily Sports Plus (in Korean). Archived from the original on November 1, 2017. Retrieved June 25, 2020.
  2. "K-pop group BTS launches anti-violence campaign with UNICEF". ABS-CBN News. November 1, 2017. Archived from the original on November 3, 2017. Retrieved June 25, 2020.
  3. 世界的ヒップホップボーイズグループ BTS (防弾少年団) が応援する 子ども、青少年に対する暴力の撲滅を目指す ユニセフ#ENDviolenceキャンペーン [UNICEF #ENDviolence campaign to end violence against children and adolescents supported by the global hip-hop boy group BTS]. Japan UNICEF Association (in Japanese). April 16, 2018. Archived from the original on June 14, 2018. Retrieved June 25, 2020.
  4. Drysdale, Jennifer (November 1, 2017). "BTS Partners With UNICEF on 'Love Myself' Anti-Violence Campaign". Entertainment Tonight. Archived from the original on November 2, 2017. Retrieved June 25, 2020.
  5. @bts_love_myself (January 24, 2018). "Love Myself, and Love Others. We are all worth being loved by everyone including ourselves. Start this by posting your own self-loving photo with #BTSLoveMyself hashtag" (Tweet). Retrieved June 25, 2020 – via Twitter.
  6. "#ENDviolence – LOVE MYSELF". love-myself.org. Archived from the original on November 1, 2017. Retrieved June 25, 2020.
  7. Benjamin, Jeff (December 4, 2015). "BTS: K-Pop's Social Conscience". Fuse. Archived from the original on December 5, 2015. Retrieved June 25, 2020.
  8. Kelley, Caitlin (September 18, 2017). "BTS' 11 Most Socially Conscious Songs Before 'Go Go'". Billboard. Archived from the original on September 22, 2017. Retrieved June 25, 2020.
  9. Merrill, Philip (November 1, 2017). "BTS' Anti-Violence Campaign For Children". GRAMMY.com. Archived from the original on March 26, 2019. Retrieved June 25, 2020.
  10. "UNICEF Korea and BTS for #ENDviolence | BTS supports #ENDviolence". endviolence.unicef.or.kr. Archived from the original on April 6, 2019. Retrieved June 25, 2020.
  11. "#BTSLoveMyself Campaign Merchandise Revealed". MACG Magazine. December 6, 2017. Retrieved June 25, 2020.
  12. Kim, Ha-na (January 30, 2018). 방탄소년단, 착한 이모티콘 '기브티콘'으로 기부. HanKyung (in Korean). Archived from the original on June 25, 2020. Retrieved June 25, 2020.
  13. Lee, Bo-ra. 방탄소년단X모바일 플랫폼, 전 세계 '기부 참여' 이끈다 [BTS X mobile platform leads global donation participation]. enews24 (in Korean). Archived from the original on November 18, 2018. Retrieved June 25, 2020.
  14. "LOVE MYSELF partnered with Japan Committee for UNICEF, expanding the campaign globally". love-myself.org. June 8, 2018. Archived from the original on June 14, 2018. Retrieved June 25, 2020.
  15. "K-pop band BTS addresses United Nations with plea to young people". Reuters/ABC News. September 25, 2018. Archived from the original on September 25, 2018. Retrieved June 25, 2020.
  16. Herman, Tamar (September 20, 2018). "BTS to Speak at United Nations for UNICEF's 'Generation Unlimited' Launch". Billboard. Archived from the original on September 20, 2018. Retrieved June 25, 2020.
  17. Allaire, Christian (September 24, 2018). "Watch BTS Address the United Nations With an Emotional Speech About Self-Acceptance". Vogue. Archived from the original on December 20, 2018. Retrieved June 25, 2020.
  18. Herman, Tamar (October 31, 2017). "BTS Collaborates with UNICEF on 'Love Myself' Anti-Violence Campaign". Billboard. Archived from the original on November 1, 2017. Retrieved June 25, 2020.
  19. "About LOVE MYSELF". love-myself.org. Archived from the original on November 13, 2017. Retrieved June 25, 2020.
  20. "BTS "LOVE MYSELF" – LINE stickers | LINE STORE". Line Store. January 29, 2018. Archived from the original on February 15, 2018. Retrieved June 25, 2020.
  21. "BTS LOVE MYSELF". Kakao Emoticon Shop (in Korean). January 30, 2018. Archived from the original on December 12, 2019. Retrieved June 25, 2020.
  22. 폭력없는 세상, 함께 만들어요! [A world without violence, let's make it together!]. 같이가치 with Kakao (in Korean). Archived from the original on June 25, 2020. Retrieved June 25, 2020.
  23. [기부콩받기] 방탄소년단 라인스티커로 굿액션하세요! [[Get Donation Beans] Do good action with BTS line stickers!]. With Naver N (in Korean). Archived from the original on June 25, 2020. Retrieved June 25, 2020.
  24. Kim, Tae-gyun (January 20, 2018). 방탄소년단, 카톡·라인과 '폭력 근절' 기부 이모티콘 출시(종합) [BTS release donation emoticons with KakaoTalk and Line]. Yonhap News Agency (in Korean). Archived from the original on June 25, 2020. Retrieved June 25, 2020.
  25. Lee, Ha-na (January 17, 2018). 방탄소년단 '러브 마이셀프' 캠페인, 전 세계 모금액 6억 돌파 [BTS 'Love My Self' campaign, worldwide fund raised 600 million]. SE Daily (in Korean). Archived from the original on June 25, 2020. Retrieved June 25, 2020 – via Naver.
  26. @bts_love_myself (January 17, 2018). "We have come this far since November 1 2017" (Tweet). Retrieved June 25, 2020 – via Twitter.
  27. Herman, Tamar (November 2, 2018). "BTS' UNICEF 'Love Myself' Campaign Raises Over $1.4 Million". Billboard. Archived from the original on November 3, 2018. Retrieved June 25, 2020.
  28. "LOVE MYSELF". love-myself.org (in Korean). Archived from the original on July 2, 2019. Retrieved July 2, 2019.
  29. Lee, Gyu-lee (June 22, 2020). "BTS honored for UNICEF's most integrated campaign". The Korea Times. Archived from the original on June 23, 2020. Retrieved June 25, 2020.
  30. Hwang, Hye-jin (June 22, 2020). 방탄소년단X빅히트, 유니세프 인스파이어 어워즈 수상 "선한 영향력"(공식) [BTS X Big Hit wins UNICEF Inspire Awards "Good Influence" (Official)]. Osen (in Korean). Archived from the original on June 22, 2020. Retrieved June 25, 2020 – via Daum.
  31. Yoon, So-yeon (June 22, 2020). "BTS's anti-violence campaign wins Unicef's best campaign award". Korea JoongAng Daily. Archived from the original on June 22, 2020. Retrieved June 25, 2020.
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