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BTS’ ‘Love Myself’ campaign with UN raised US$3.6 million, generated 5 million tweets
- Unicef said initiative spurred millions of Twitter posts and over 50 million likes, retweets, replies and comments
- The campaign has helped the UN cultivate a more youthful image and raise its profile among BTS’ fan base, known as ARMY
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K-pop superstar boy band BTS has raised US$3.6 million and generated millions of tweets during four years of teaming up with the UN children’s agency to fight violence, abuse and bullying and promote self-esteem in young people, according to the agency.
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The “Love Myself” campaign spread its message through means including social media hashtags, merchandise, the South Korean group’s 2018-2019 “Love Yourself” world tour and a 2019 video for Unicef urging people to “choose kindness”.
The “Love Myself” slogan was even emblazoned on dirigibles flown over the musicians’ hometowns in 2017.
Unicef had booths at BTS concerts, and the band members filmed a music video at the UN headquarters and repeatedly spoke there, most recently during the General Assembly’s annual gathering of world leaders last month.
When the Covid-19 pandemic forced last year’s meeting to be held almost entirely virtually, BTS members spoke by video about how they dealt with the isolation and frustration brought on by pandemic shutdowns.
The groundbreaking way in which BTS has helped spark a positive message with its ARMY is simply unmatched and incredibly invaluable
BTS said in a statement for Unicef’s Wednesday announcement that the band launched the “Love Myself” campaign to improve other young people’s lives but strove to live by it themselves.
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