Global group BTS has launched their new initiative with UNICEF as part of their "Love Myself" campaign with the organization called "On My Mind."

According to a press release by UNICEF, the goal of the said initiative is "to support the mental health of children, young people and families, and to advocate for the right of every child and young person to grow up in a safe and inclusive environment, protected from neglect, abuse, and poor mental health. "

As part of the "On My Mind" initiative, UNICEF is set to launch the event called "Today's Heart Relay" beginning April 22 wherein participants will be given the opportunity to express themselves via electronic postcards.

"The event will encourage self-expression, while fostering a sense of community, reflecting the broader aim of the #OnMyMind initiative to create supportive environments for mental health," UNICEF said.

President of the Korean Committee for UNICEF Jeong Kap Young added: "Over the past 7 years, BTS' LOVE MYSELF message has offered immense comfort and courage to children and youth around the globe. I earnestly call for increased interest and support from everyone for the mental health of children and youth through the #OnMyMind initiative." 

READ: BTS and Big Hit renew UNICEF partnership, to donate over US$1 million to the organization

It was in November 2017 when BTS launched 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," BTS leader RM said in a speech at the 73rd session of the UN General Assembly in 2018.

He added: "Our fans have become a major part of this campaign with their action and enthusiasm. We truly have the best fans in the world!"

In 2021, BTS renewed their partnership with UNICEF for the "Love Myself" campaign.

“We are extremely moved and thankful that our LOVE MYSELF campaign, which began with small steps, is now being elevated to an even bigger partnership. We also strived to 'LOVE MYSELF' ourselves, and I think we as a team and as individuals grew as well,” BTS member RM said in the press release of UNICEF in 2021.