The Grammy-nominated K-Pop troop BTS, their label Big Hit Entertainment and UNICEF announced a new mental health initiative, #OnMyMind, on Monday. #OnMyMind is a follow-up installment to BTS and the United Nations Children's Fund's partnership on the Love Myself campaign.
The initial Love Myself campaign, whose name mirrors BTS' Love Yourself albums, focused on anti-violence. The 2017 effort sponsored UNICEF's #ENDViolence campaign, which is "based around making the world a safer place so that children and teenagers will be able to live happy and healthy lives, without living in the fear of violence."
Between 2017 and 2021, Love Myself generated nearly 5 million tweets and 50 million engagements on the platform. The group and their dedicated fanbase, best known as ARMY, have raised $6.6 million for the five-year campaign as of last month.
This partnership with UNICEF is nothing new. BTS have also appeared at the United Nations General Assembly multiple times. The group first addressed the assembly in 2018, when member RM (Kim Nam-joon) spoke about the success of the Love Myself campaign.
"Last November, BTS launched the "Love Myself" campaign with UNICEF, building on our belief that 'true love first begins with loving myself.' We have been partnering with UNICEF's #ENDviolence program to protect children and young people all over the world from violence," he said.
In 2021, the superstars encouraged fans to take care of themselves and hold out for hope during the COVID-19 pandemic. "We must try to love ourselves, and imagine the future. BTS will be there with you," said RM at the time.
He also reflected on the past few years of Love Myself, saying that "we also strove to 'Love Myself' ourselves, and we as a team and as individuals grew as well."
The group said that they "hope to keep doing what we are doing and voice what we are voicing, so we can help people find happiness and love."
2024's #OnMyMind campaign, with the Korean Committee for UNICEF, aims to encourages fans to "reflect on and care for each other's hearts." The Love Myself Chapter 2 website declares that "'Loving oneself' starts with 'listening to the voice of my heart.'"
Fans can submit "any story" to the website, allowing them to write a digital postcard to share their feelings. Users have the option to address the letter to anyone, customize its color, upload a photo to the card and add stickers from the designated "sticker zone."
"You are not alone on both fun and hard days. Because we are all connected like this!" reads a note on the site signed by BTS.
Cards can be published to a public gallery of other letters, which aim to begin a conversation of support for those struggling with their mental health.
#OnMyMind seeks to "share more love, one dialogue at a time."
BTS are currently on an "indefinite" musical hiatus while all seven of its members serve in the South Korean military.
