‘Let’s Live On’: BTS Share Anti-Bullying ‘Love Myself’ Campaign Video

BTS announced their Love Myself campaign in partnership with UNICEF to support children’s mental health on Monday. UNICEF’s #OnMyMind initiative aims to provide support for children and their families, and advocate for inclusive living environments free of neglect and abuse. In a video released Monday, RM, the leader of BTS, reminds viewers of the importance of self-love.

“Now, more than ever, we must try to remember who we are and face who we are,” RM says in the video. “We must try to love ourselves and imagine the future.”

By the video’s end all seven members of BTS — Jin, J-Hope, Sufa, RM, V, Jimin, and Jungkook — repeat the words “Life goes on. Let’s live on.”

BTS and their record label, BIGHIT Music, began their anti-violence collaboration “Love Myself” with UNICEF in 2017. With the slogan, “Love yourself and make a better world with that love,” the campaign has raised more than $6.6. billion, with a portion of the profits from Love Myself merchandise and album releases. On Sunday, BTS and UNICEF celebrated “Today’s Heart Relay” with an event that allows participants to express themselves through digital postcards.

In 2021, the K-pop icons raised $3.6 million through the partnership, and in 2019 BTS released an exclusive music video and anti-bullying booths at concert venues. As of December, all seven members of BTS started their 18-month military service in South Korea. Jimin and Jungkook were the last to begin their military service Dec. 12.

“We started LOVE MYSELF as a way to reach young people and help improve their lives and rights,” they said in a 2021 statement. “During the process, we also strove to ‘LOVE MYSELF’ ourselves, and we as a team and as individuals grew as well. We hope that many people felt how the love received from others can become the power that allows them to love themselves.”