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BTS: Campaigning For Love

Life is like planting a mango seed. We tend to it in hopes that it would grow and give us a delicious mango at the very least ― if not more ― but it is never long before one realizes it’s not always sunshine and rainbows; not all the fruit lasts until harvest. Some wither when they’re still flowering, some are eaten by birds or other pests, some fall to the ground when they’re still small.

As human beings, we tend to be taught to respect, appreciate, help, and love each other with an understanding that others should treat us the same way. However, as we grow up and experience life, we realize good deeds and intentions are not always reciprocated ― like how the mango tree doesn’t give us all of its fruit no matter how much we tend to it.

But what is the one thing we can do for ourselves that is guaranteed to be reciprocated, something that will return good for good every time?

The answer is: loving ourselves.


Realizing their impact was beyond their songs and stage presence, BTS took it upon themselves to spread this message. On March 5, 2021, ARMY received great news as BTS announced the renewal of their commitment to UNICEF's #ENDViolence campaign dubbed “LOVE MYSELF.”

But what exactly is this campaign for? What do they do? How can we participate? Through this blog, we’re going to dive further into the campaign.


WHEN DID IT BEGIN?


Ever since their debut in 2013, BTS has dedicated themselves to providing comfort, a safe place, and to be the “bulletproof vest” against prejudice, stereotypes, criticism, and expectations that rain on young people like bullets. This dedication has never faltered. Instead, it has blossomed worldwide and left a great impact as the years go by.

At the beginning of 2017, BTS and Big Hit Entertainment (now HYBE) have started the “LOVE MYSELF” campaign preparation until all that was left was to pick the most appropriate partner. The Korean Committee for UNICEF was chosen, as they could pursue and sympathize with the message; the people at UNICEF welcomed their proposal heartily.

After hinting at both their upcoming album and the campaign during their 2017 Billboard Music Award acceptance speech, BTS started to promote the “LOVE MYSELF” message with the release of Love Yourself: Her album in September 2017.

Then, mid-October 2017 found ARMYs looking up at South Korea’s autumn sky in awe. The cause was the seven airships that appeared in the sky of the members’ hometown – Busan, Ilsan, Daegu, Gwangju, Geochang, and Gwacheon.


Image credit: Love Myself Official Website

The airships were decorated with faces of BTS’ members along with a confession of love by each member, such as an appreciation for ARMY, the longing for their hometown and family, affection between each other, and the hope of loving themselves. This marked the beginning of the “LOVE MYSELF” campaign.

Credit Image: Love Myself Official Website


Later, on November 1, 2017, they officially announced their partnership with UNICEF’s #ENDViolence campaign through the “LOVE MYSELF Global Campaign Video” below.



HOW CAN WE PARTICIPATE?


At the start of the “LOVE MYSELF” campaign, BTS with Big Hit Entertainment (now HYBE) sealed the partnership by donating a total of 500 Million KRW to UNICEF. But how can ARMY participate? There are several easy ways that we can take part.

3% of the profit from the Love Yourself album series would be donated to the campaign, and 100% of the income from the “LOVE MYSELF” official goods would be also donated to the campaign, which means by buying this particular album series and the official merchandise, we can contribute to the campaign.

During “Love Yourself” and “Love Yourself: Speak Yourself” world tour, they set the UNICEF End Violence “LOVE MYSELF” campaign stands. There were 14 stands in 7 countries - South Korea, Japan, Canada, USA, UK, Hong Kong, and Thailand, where the fans could directly donate.


Image Credit: Love Myself Official Website

We also could participate in another way, such as buying certain stickers on several chatting applications, e.g. LINE and KakaoTalk. Standing up against violence and spreading love and kindness to those around us are also some of the best ways to relay this significant message across the globe.


WHAT’S NEXT


As of November 11, 2019, the “LOVE MYSELF” campaign has raised $2.98 million globally to end violence and to encourage adolescents all around the world to speak up about their experiences. This has been an enormous help for children in need across the globe, especially during this time of need because of the COVID-19 pandemic. With that in mind, BTS has renewed its commitment with UNICEF to continue the “LOVE MYSELF” campaign. Starting with donating US $1 Million, BTS will continue to spread love and raise awareness to stop the violence and neglect, and to encourage more young people to speak up for themselves.

To end this blog, we would like to also express our deep gratitude to all the amazing ARMYs from all around the world for participating in this campaign in any way. No matter the size of your contribution, it matters.

“No matter who you are, where you’re from, your skin color, your gender identity, Speak Yourself.”
-Kim Namjoon @UN General Assembly-

 

DISCLAIMER: We do not own any audio & visual content in this video except for the editing. ALL RIGHTS BELONG TO THE RIGHTFUL OWNERS. No copyright infringement intended.


Written by RAM

Edited by Vera

Checked by Aury

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