In light of International Friendship Day on 30 July, K-Pop group BTS has partnered up with UNICEF to urge youths to "Choose respect. Choose support. Choose kindness" in the #ENDviolence campaign against bullying and violence. This campaign is held in conjunction with BTS and Big Hit Entertainment's ongoing LOVE MYSELF movement.
The campaign video was set to the BTS’ 2018 hit ‘Answer: Love Myself’ and sees the members of the band looking into a glowing body of water in what is seemingly an unknown crypt. Through the mystical lake, the members of BTS witness acts of bullying and the effects they have on the victims. The turning point comes when the victims find comfort in themselves and acts of kindness from others. The video ends with instructions on how to participate in the #ENDviolence campaign – by sending someone a kind message online or in-person, and sharing it via the #ENDviolence hashtag.
In a statement, BTS said that its LOVE MYSELF campaign is about encouraging every young person to find the love from within themselves and spreading that love to others. "We want everyone to take part in ending violence by sharing love and kindness,” the group added.
In the same statement, UNICEF Executive Director Henrietta Fore said, "Every day, students face a range of violent acts, from bullying and physical attacks to corporal punishment, sexual assault and harassment online."
She added, "By being kind, children and young people can show their support for each other and brighten someone’s day. We’re grateful to BTS for their continued commitment to making sure that no child is afraid to go to school."
Check out BTS and UNICEF's #ENDviolence campaign video below.