BTS Launches Mental Health Initiative With UNICEF

It’s take two for BTS and UNICEF. The K-pop superstars and United Nations Children Fund announced the #OnMyMind initiative on Monday (April 22), the second chapter of their Love Myself campaign. The new initiative aims to improve and support the mental health youth around the world.


To help kick off #OnMyMind, BTS, label Big Hit and UNICEF are offering those who wish to participate the opportunity to send electronic postcards via the Korean Committee’s UNICEF website to share their stories, what’s on their minds, challenges they may be facing and more. These e-postcard submissions may then appear on the website’s gallery for others to view to help promote a sense of community and support.

BTS previously partnered with UNICEF in 2017 for its anti-violence campaign Love Myself — named after the global superstars’ album trilogy — to help make the world a safer place for children and teens, and for them to live happy lives without any fear of violence. To celebrate the initiative’s fifth anniversary in 2022, the septet — which is comprised of RM, V, SUGA, J-Hope, Jimin, Jung Kook and Jin — released a message for ARMY that November, urging them to continue to love themselves and to help each other do the same.

“I’m delighted and proud that our Love Myself message comes to many people’s minds in their daily lives,” SUGA said at the time. “But, at the same time, I’m afraid there might be people who still don’t know how to love themselves.”

Added J-Hope: “If you find anyone who needs the strength to love themselves, please reach out first. Please teach them how to love themselves, and give them the energy of hope.”

RM ended the message to fans by saying at the time, “We believe that you will continue to support the Love Myself campaign to create greater positive energy in people’s lives.”

According to a press release, ARMY and BTS’ contributions to the Love Myself campaign have totaled more than $6.6 million as of March 2024.

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