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Philanthropy of BTS

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Love Myself
FormationNovember 1, 2017; 6 years ago (2017-11-01)
Founded atSouth Korea
PurposeAnti-violence
Key people
BTS, UNICEF
Websitelove-myself.org/eng/

Love Myself (stylised as LOVE MYSELF) is an anti-violence campaign launched in November 1 2017 by South Korean boy band BTS and UNICEF.[1][2] This campaign idea is introduced by BTS, as a sponsorship to #ENDViolence, a UNICEF global campaign that aims at protecting young people to live without the fear of violence.[3]

The campaign also promotes their hashtag – #BTSLoveMyself, asking their fans and supporters to post their own self-loving photo with the hashtag to different social medias.[4]

This is a two-year partnership of BTS and the Korean Committee for UNICEF.[5] Love Myself also made BTS the first artists in South Korea to raise funds as part of a social fund for global campaigns.[6]

Background

BTS' discography focused heavily on themes such as mental health issues, suicide, nihilism, the K-pop idol system, and female empowerment. In September 2017, Love Yourself: Her, their fifth extended play, was released. They featured the theme of love, friendship, loss, and death. In the past EPs and albums, they have been striving to promote social messages in their songs.[7][8]

In early 2017, BTS and their label, Big Hit Entertainment, started working on the campaign. They hoped to help with their social influence in action.[9]

In late 2017, BTS and UNICEF announced their partnership, supporting both their Love Myself campaign and UNICEF's #EndViolence campaign.[10] Since then, BTS started to promote the campaign and begin to raise their Love Myself fund. Official merchandise on such campaign has been released and is available in BTS' online store.[11]

In 2018, BTS introduced their donations platforms and officials stickers for the campaign.[12]

Accomplishments

As of January 17, 2018, the accumulated fund raised in the campaign received around 106 million KRW from people around the the world. Overall, around 606 million KRW was raised.[13] The #BTSLoveMyself hashtag, which is used on social media, has been used for over 2 million times.[14]

Donations

The campaign would be funded in the following ways:[15]

  • KRW 500 million from Big Hit Entertainment and the seven BTS members
  • 3% of the income from the sales of physical albums of the Love Yourself series
  • 100% of the income from the sales of official goods for the Love Myself campaign
  • Part of the income from the sales of official KakaoTalk Give-ticon and LINE stickers for the Love Myself campaign[12][16][17]
  • Kakao’s contribution platform “Together Value with Kakao”[18]
  • Naver’s online donation platform “Happy Bean”[19]
  • Donations at the donation desks installed by UNICEF.

The proceeds will be used to support young victims of school violence, domestic violence and sexual assault around the world. As well as education to local communities for violence prevention.

References

  1. ^ "BTS Collaborates with UNICEF on 'Love Myself' Anti-Violence Campaign". Billboard. Retrieved 2018-01-12.
  2. ^ "BTS And UNICEF Launches Global LOVE MYSELF Campaign | Soompi". www.soompi.com. Retrieved 2018-01-12.
  3. ^ "BTS Partners With UNICEF on 'Love Myself' Anti-Violence Campaign". Entertainment Tonight. Retrieved 2018-01-12.
  4. ^ MYSELF, LOVE (24 Jan 2018). "Love Myself, and Love Others. We are all worth being loved by everyone including ourselves. Start this by posting your own self-loving photo with #BTSLoveMyself hashtag". @bts_love_myself. Retrieved 2018-02-13. {{cite web}}: Cite has empty unknown parameter: |dead-url= (help)
  5. ^ News, ABS-CBN. "K-pop group BTS launches anti-violence campaign with UNICEF". ABS-CBN News. Retrieved 2018-01-12. {{cite news}}: |last= has generic name (help)
  6. ^ "#ENDviolence - LOVE MYSELF". LOVE MYSELF (in Korean). Retrieved 2018-01-12.
  7. ^ "BTS: K-Pop's Social Conscience". Fuse. Retrieved 2018-01-12.
  8. ^ "BTS' 11 Most Socially Conscious Songs Before 'Go Go'". Billboard. Retrieved 2018-01-12.
  9. ^ "BTS' Anti-Violence Campaign For Children". GRAMMY.com. 2017-11-01. Retrieved 2018-01-12.
  10. ^ News, ABS-CBN. "K-pop group BTS launches anti-violence campaign with UNICEF". ABS-CBN News. Retrieved 2018-01-12. {{cite news}}: |last= has generic name (help)
  11. ^ "#BTSLoveMyself Campaign Merchandise Revealed". MACG Magazine. 2017-12-06. Retrieved 2018-01-12.
  12. ^ a b "BTS To Donate Proceeds From New Emoticons To "Love Myself" Campaign With UNICEF | Soompi". www.soompi.com. Retrieved 2018-02-13.
  13. ^ "BTS's "Love Myself" Campaign With UNICEF Raises Over 600 Million Won So Far | Soompi". www.soompi.com. Retrieved 2018-01-18.
  14. ^ MYSELF, LOVE (2018-01-17). "We have come this far since November 1 2017". @bts_love_myself (in Korean). Retrieved 2018-01-18. {{cite web}}: Cite has empty unknown parameter: |dead-url= (help)
  15. ^ "BTS reveal what the 'Love Myself' project is | allkpop.com". allkpop. Retrieved 2018-01-12.
  16. ^ "BTS "LOVE MYSELF" – LINE stickers | LINE STORE". LINE STORE. Retrieved 2018-02-13.
  17. ^ "BTS LOVE MYSELF". e.kakao.com (in Korean). Retrieved 2018-02-13.
  18. ^ "폭력없는 세상, 함께 만들어요!". 같이가치 with Kakao (in Korean). Retrieved 2018-02-13.
  19. ^ "네이버 함께N : 네이버 블로그". blog.naver.com (in Korean). Retrieved 2018-02-13.
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