BTS and its label Big Hit Entertainment have jointly prepared a LOVE MYSELF campaign, starting early 2017. They were very careful when choosing an appropriate partner. They needed a partner that could pursue and sympathize with their messages through a campaign, philosophy and leadership, based on proper scale, organization and experience. That’s how the Korean Committee for UNICEF become an ideal partner because of their dedication to improving human rights and the lives of children and teens over the past seven decades as one of the largest international non-profit organizations.
The Korean Committee for UNICEF welcomed BTS’s proposal heartily. The members expressed their willingness to become the first artists in Korea to raise funds as part of a social fund for global campaigns and to donate a portion of their income from album sales and 100% of all profits from the sale of goods to numerous social programs—inclusive of violence prevention against children and teens as well as support programs for the victims of violence.
As a result, six months have passed since BTS, Big Hit Entertainment and the Korean Committee for UNICEF began preparing for the launch of a joint global campaign, based on a multilateral business agreement for strategic partnership to raise money for a dedicated fund and promote #ENDviolence.
#ENDviolence is a global campaign project that is currently being staged around the world. It is primarily aimed at protecting children and teens from violence and encouraging preventive measures. This aim has a common ground with the values pursued by BTS.
For more information on #ENDviolence, please see the following page.