Photo via AJEONG_JM (Wikimedia Commons)

The most popular K-Pop boyband, BTS, has just announced on Tuesday that they have stepped up to the challenge of making positive change for the world. Collaborating with UNICEF, one of the largest fundraising organizations for Women and Children, BTS humbly offers portions of their profits for programs benefitting children and teens.

The Korea Herald reports that the Korean Committee for UNICEF indeed partnered with BTS to launch “Love Myself,” a global campaign to end violence against children and teenagers. This fundraising makes the boy band the first artist in Korea to participate in a global campaign sponsorship. The K-Pop group’s agency Big Hit Entertainment will sponsor #ENDviolence which was launched in 2013.

BTS Sponsors UNICEF’s #ENDViolence Campaign, Meaning Behind ‘Love Yourself: Her’ Album

Since the early months of 2017, the group has begun working on their sponsorship. Specifically, they are working on the #ENDViolence program. A program particularly focused on the safety of children and teenagers. The goal, according to the ‘Love Yourself’ website, is to provide an environment that is safe and conducive to the growth of the young and to reach out to victims of such violence.

According to the report, members of the group have pledged a total of 500 million KRW (under $447,400) for the campaign. Report further says that from Oct 16 to 31, BTS started introducing the idea through flying blimps with their faces with the tag, “Love Myself,” over the skies of Gwacheon, Gyeonggi Province, and Busan. 

Meaning Behind ‘Love Yourself: Her’ Album

Big Hit Entertainment head Bang Si-Hyuk says in a press conference that through their “Love Yourself: Her” project, the group would like to send the message that love comes from loving yourself. He added that he didn’t want BTS to just be known for their songs or the content of their songs. Instead, he would like to them to be known as leading artists that better the society and the world through expanding their positive influence beyond music.

True love, according to Rap Monster in an interview, ‘calls for courage to appreciate myself as is.’

In a tweet by BTS Official, they hinted something about the message behind all the ‘Love Myself’ hashtags and linked the website for the album. Translated to English, the tweet read, “The hidden meaning that many have wondered is now open to the public. Check out the official LOVE MYSELF campaign website.”

The website discusses in detail the challenges and goals for their UNICEF partnership. The group obviously wants to emphasize that helping others is an act of love– true love. In other words, to love thyself is to love others too. Very impressive, you guys.

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