SEOUL / NEW YORK, March 5, 2021 – – Grammy nominated group BTS, along with their label Big Hit Entertainment (Big Hit), reaffirmed their commitment to UNICEF in a video released today to end violence and neglect and to promote self-esteem and well-being in children and adolescents.

The South Korean band, who have been working with UNICEF since 2017, shared a virtual message promising to continue their LOVE MYSELF campaign with their ambition for love and togetherness, especially during this time of social isolation.

As part of the renewed global partnership, BTS and Big Hit will also donate over $ 1 million to UNICEF, along with proceeds from LOVE MYSELF merchandise sales and a portion of the profits from LOVE YOURSELF album sales.

“We are extremely moved and grateful that our LOVE MYSELF campaign, which started with small steps, is now being expanded into an even bigger partnership. We also tried hard to “LOVE” ourselves and I think we grew as a team and as individuals too, “said band member RM.

With school closings, physical distancing measures, and limited access to services, the COVID-19 pandemic has helped shed light on the importance of good mental and psychosocial well-being for children and adolescents, especially those who may live with neglect, abuse and bullying , both online and offline. UNICEF is responding to these changing times with a new strategy to protect and promote the well-being of all children and young people around the world.

“COVID-19 is taking an enormous toll on our entire lives and emotional wellbeing, not least on children and adolescents,” said Henrietta Fore, Executive Director of UNICEF. “Through its music and messages, BTS has said to its global audience, ‘You are not alone. This is a difficult time for all of us. And together with love and kindness we will make it. ‘As our partnership enters a new phase, we’re working together to create a friendlier, safer and more connected world. “

As of 2017, BTS and Big Hit’s LOVE MYSELF campaign has raised $ 2.98 million worldwide for UNICEF’s work to end violence against children and adolescents, and to help teens around the world learn about their own experiences to inform.

As a UNICEF Supporter, BTS spoke to heads of state and government at the United Nations Annual General Assembly in New York and released an exclusive music video to support UNICEF’s campaign to promote love and kindness online and in real life. Special booths at their concert venues around the world have provided information on how individuals should protect themselves and each other from violence and bullying.

UNICEF and its partners are committed to ensuring that every child benefits from loving, caring, safe, and supportive relationships at home, in school, and in the community, as well as quality mental health and psychosocial support services.