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This article focuses on the campaign "LOVE MYSELF" by UNICEF and BTS.
For the song, see "Answer: Love Myself".

Love Myself (stylized as LOVE MYSELF Campaign) is an anti-violence campaign launched on November 1, 2017 by South Korean group BTS in partnership with the Korean and Japan Committee for UNICEF.


The idea was introduced by the group as a sponsorship to #ENDviolence, a global UNICEF campaign aimed at the protection of young people so they can live without the fear of violence, and promotes the hashtag #BTSLoveMyself, which asks fans and supporters to post self-loving photos with the hashtag to different social media platforms. With Love Myself, BTS became the first artist in South Korea to raise funds as part of a social fund for global campaigns.[1]


The BTS discography focuses heavily on topics such as mental health issues, suicide, nihilism, the K-pop idol system, and female empowerment. In September 2017, their fifth mini album, LOVE YOURSELF 承 'Her', which featured themes of love, loss, friendship and death, was released. As with previous albums, BTS continued to promote social messages in new songs.

BTS and Big Hit Entertainment, started working on the campaign in early 2017 and hoped to use their social influence to do good deeds. In November 2017, BTS and UNICEF's Korean Committee announced their partnership, supporting both the Love Myself campaign and UNICEF's #ENDviolence campaign. Since then, BTS has started promoting the campaign and raising funds for Love Myself. Official campaign merchandise has been released and made available for purchase through BTS's online store.



To be added


On June 23, 2023, UNICEF shared some of their favorite #BTSLoveMyself moments via their Twitter in honor of 10 years of @BTS_twt and 6 years of their joint efforts to illuminate the world with love, hope, and kindness.


On November 29, 2022, BTS released their annual video message celebrating the 5th anniversary of their Love Myself campaign in partnership with UNICEF.


On March 5, 2021 (KST), Big Hit Entertainment, UNICEF and BTS announced their partnership renewal for the Love Myself Campaign. Through this renewal, the campaign was elevated to a multinational MCA partnership.

BTS also released 2 batches of Love Myself KakaoTalk stickers on March 21, 2018 KST and June 15, 2021 KST. These stickers can be purchased here or via the Sticker store on the KakaoTalk App.


On November 1, 2020, BTS released their anniversary video celebrating the 3rd year of the Love Myself campaign. The group once again delivered their Love Myself message at the 75th UN General Assembly a few month prior on September 23, 2020. BTS would also deliver the message through their commencement speech at ‘Dear Class of 2020’, an online graduation ceremony hosted by YouTube in June 2020.


On November 1, 2018, BTS released a video message celebrating their 2 year anniversary of the Love Myself campaign expressing gratitude to ARMY. This year’s celebration was held globally online from October 29-31, 2018, where the group handwritten messages were revealed on Love Myself Twitter and Instagram accounts.


On April 15, 2018, BTS kicked off their Love Myself campaign in Japan attending a partnership agreement ceremony held in Tokyo. The Japan Committee for UNICEF set up booths that were open for 6 days to spread the message of the Love Myself and #ENDviolence campaigns to stress the importance of loving and recovering faith in oneself. On August 10, 2018, BTS released ‘5 Ways to Love Myself by BTS’ which consists of a list of behaviors that the members of the band have learned to love themselves.

On August 25-26, 2018, BTS kicked off their Love Myself campaign at their ‘Love Yourself Seoul’ concert with booths set up by UNICEF Korea. Fans were provided an opportunity to learn about the campaign and participate freely in the various activities prepared. On September 24, 2018, BTS participated in the UNICEF Generation Unlimited partnership event of the 73rd regular session of the UN General Assembly in New York as the representative of global youth.

RM became the first Korean singer to make a speech at the event delivering his own touching story to the world. He would go on to confess that he can now love all aspects of himself and that we all know how to love ourselves. On November 1, 2018, BTS released a video message thanking ARMY for spreading the message of the Love Myself campaign all over the world. They also shared how they felt celebrating the 1st anniversary of the campaign. UNICEF Korea also held the BTS Love Myself Festa at Star Plaza, Sinchon Yonsei-ro on November 1-4, 2022 to celebrate the 1st anniversary of the band’s Love Myself campaign. Visitors were able to participate in various activities an learn more about the campaign.[2]


Proceeds are used to support young victims of school violence, domestic violence, and sexual assault around the world, as well as to provide education programs for local communities in aid of violence prevention.

  • ₩500 million donated by Big Hit Entertainmentt and the seven members of BTS;
  • 3% of all income from physical album sales of the Love Yourself series (Her, Tear, and Answer);
  • 100% of all sales of official Love Myself campaign goods;
  • Part of the income from the sales of official KakaoTalk Give-ticon and LINE stickers for the Love Myself campaign;
  • Kakao's contribution platform "Together Value with Kakao";
  • Naver's online donation platform "Happy Bean";
  • Donations received through donation desks installed by UNICEF;
  • $500,000 per year donated by BTS for two years, beginning 2021.


By January 17, 2018, within just two months of its launch, the campaign raised an additional ₩106 million, taking the global funds total to ₩606 million. In November 2018, UNICEF Korea announced that over ₩1.6 billion ($1.4 million) had been raised. By June 2019, cumulative worldwide funds had surpassed ₩2.4 billion.

By December 2020, the #BTSLoveMyself hashtag had been used across social media over 14 million times, and the campaign's global funds totaled ₩3.2 billion ($2.8 million). As of October 2021, the campaign has raised ₩4.2 billion ($3.67 million) globally.


The Love Myself campaign won a UNICEF Inspire Award in the 'Best Integrated Campaigns and Events' category at the 2020 UNICEF Inspire Awards. Held annually by UNICEF Headquarters, the ceremony honours the "most innovative and inspiring" global UNICEF campaigns of the year across 18 categories. The 'Integrated Campaigns and Events' category awards campaigns that have generated the biggest influence and inspiration in areas including promoting children's rights, fundraising, and public relations. For the 2020 edition, 100 campaigns across 50 countries were considered, with winners selected through a combination of online votes by UNICEF employees worldwide and the evaluation of a judges' panel.[3]


Official Links[]


Wiki-wordmark To view the LOVE MYSELF Campaign gallery, click here.