Grammy-nominated group BTS along with its label Big Hit Entertainment (Big Hit) has renewed the 'Love Myself' campaign to end violence around the world against youth and children.
BTS and Big Hit will also donate over USD1 million to UNICEF, along with proceeds from the sale of "Love Myself" merchandise and a portion of profit from "Love Yourself" album sales, reports Pinkvilla.
BTS and UNICEF made this special announcement via an official video on their respective YouTube channels.
"We are extremely moved and thankful that our 'Love Myself' campaign, which began with small steps, is now being elevated to an even bigger partnership. We also strived to 'Love Myself' ourselves, and I think we as a team and as individuals grew as well," said band member RM.
With school closures, physical distancing measures and decreased access to services, the Covid-19 pandemic has helped shine a light on the importance of good mental and psychosocial well-being for children and young people, especially those who may be living with neglect, abuse and bullying, both online and offline.
UNICEF is responding to these changing times with a re-energised strategy to protect and promote the well-being of all children and young people globally.
Since 2017, BTS and Big Hit's Love Myself campaign has raised USD2.98 million globally for UNICEF's work to end violence against children and young people and has helped adolescents all over the world open up about their own experiences.