UNICEF and BTS celebrate success of ‘groundbreaking’ LOVE MYSELF campaign

Global campaign to help end violence and neglect and promote self-esteem worldwide generates 5 million tweets and over 50 million engagements, UNICEF says in a new report on mental health

05 October 2021
BTS mark the groundbreaking success of the LOVE MYSELF campaign, reaching almost every country in the world with positive messages of self-love and self-care.
BTS mark the groundbreaking success of the LOVE MYSELF campaign, reaching almost every country in the world with positive messages of self-love and self-care.

SEOUL/NEW YORK, 6 October 2021 UNICEF, record label BIGHIT MUSIC, and the 21st century pop icons BTS are marking the groundbreaking success of the LOVE MYSELF campaign this week, with the campaign reaching almost every country in the world with positive messages of self-love and self-care.

Since 2017, LOVE MYSELF has generated almost five million tweets and more than 50 million engagements, such as likes, retweets, replies and comments, according to a new analysis* in UNICEF’s flagship report, The State of the World’s Children 2021, launched yesterday.

“We started LOVE MYSELF as a way to reach young people and help improve their lives and rights,” said BTS. “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.”

The South Korean band – which boasts 39 million Twitter followers – and its record label, BIGHIT MUSIC, joined forces with UNICEF in autumn 2017 with a collective goal to help end violence, abuse and bullying, and to promote self-esteem and well-being among children and young people globally.

In that time, BTS raised US$3.6 million for UNICEF’s work to end violence; addressed heads of state and world leaders at the annual United Nations General Assembly meeting in New York, and released an exclusive music video to support UNICEF’s campaign to encourage love and kindness. Dedicated booths at their concert venues worldwide have also provided information on how individuals can protect themselves and each other from violence and bullying.

More recently, BTS’ personal reflections have helped children and young people who have felt isolated, disconnected and frustrated, as their routines, education, and recreation continue to be disrupted by COVID-19. 

“When it comes to promoting self-esteem and improving mental well-being, one of the most important things you can do is just to start the conversation. The groundbreaking way in which BTS has helped spark a positive message with its ARMY is simply unmatched and incredibly invaluable,” said UNICEF Executive Director Henrietta Fore. “We are thankful for all the work the band has done to lead this important initiative, and for all of their support for UNICEF in the last four years.”

Earlier this year, BTS and BIGHIT MUSIC renewed their commitment to the LOVE MYSELF campaign, pledging over US$1million to UNICEF, as well as proceeds from the sale of LOVE MYSELF merchandise, and a portion of the LOVE YOURSELF album sales.

“We hope that the LOVE MYSELF message can continue to serve to invigorate everyone’s lives,” BTS added. “We will be honored if all seven of us can continue this campaign to return the amazing love that we have received, and give people the strength to come closer to LOVE MYSELF. We hope to keep doing what we are doing and voice what we are voicing, so we can help people find happiness and love.”


Notes to Editors

*Social media analysis in the report was conducted by Twitter (5 million tweets); source: Internal Twitter Data. 2017-2021. Data retrieved Sept/2021. GLOBAL; and Talkwalker (50 million engagements).

The State of the World's Children is UNICEF’s flagship report and the most comprehensive analysis of global trends affecting children. The State of the World’s Children 2021; On My Mind: promoting, protecting and caring for children’s mental health examines the mental health of children, adolescents and caregivers in the 21st century.

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Additional resources

UNICEF Executive Director Henrietta H. Fore with members of BTS, UNHQ
UNICEF Executive Director Henrietta H. Fore with members of BTS, UNHQ

Additional resources for media 


UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. Across more than 190 countries and territories, we work for every child, everywhere, to build a better world for everyone.

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About BTS

BTS, an acronym of Bangtan Sonyeondan or “Beyond the Scene,” is a South Korean boyband that has been capturing the hearts of millions of fans globally since their debut in June 2013. The members of BTS are RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook. Gaining recognition for their authentic and self-produced music, top-notch performances, and the way they interact with their fans, the band has established themselves as global superstars breaking countless world records. While imparting a positive influence through activities such as the LOVE MYSELF campaign and the UN ‘Speak Yourself’ speech, BTS has mobilized millions of fans across the world (named ARMY), topped prominent music charts, performed multiple sold-out stadium shows across the world and has been named TIME’s Entertainer of the Year in 2020. They have been nominated for Best Pop Duo/Group Performance for the 63rd Grammy Awards and recognized with numerous prestigious awards like the Billboard Music Awards, American Music Awards and MTV Video Music Awards.