BTS and BigHit Music renewed their partnership with the United Nations International Children’s Emergency Fund (UNICEF) for the On My Mind initiative that champions mental health among children and adolescents.
Photo: BigHit Music
This serves as a take-two for their Love Myself campaign, which aims to protect the youth against violence. The new initiative focuses on promoting the importance of mental health and self-love.
As part of the campaign, UNICEF launched a website where people can write an e-postcard to express their feelings and share their stories or anything going through their minds until May 6, 2024. The e-postcards submitted will appear on the website’s gallery upon review to encourage others to participate and build a community, but you can also opt to keep it private.Â
Photo: UNICEF
BTS partnered with UNICEF in 2017 for its anti-violence campaign, named after the K-pop sensation’s album trilogy, “Love Yourself.” According to the Korean Committee for UNICEF, the campaign garnered over 8.9 billion won (approximately $6.6 million) from 2017 up to the present. It includes proceeds from merchandise and albums purchased by fans called ARMYs. Â
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All BTS members are currently enlisting in the military. In September 2023, they renewed their contract with HYBE and BigHit Music. The septet is expected to return in 2025.Â
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