UNICEF has dropped a new video of South Korean boy band BTS as part of their On My Mind initiative aimed at supporting children and families suffering from neglect and abuse.

In the video, rapper-songwriter Kim Namjoon a.k.a RM reminds the importance of self-love and mental health. “When I start feeling lost, I remember the words: Love yourself, Speak yourself. It might feel like it’s always night and we’ll always be alone. But the night is always darkest before the first light of dawn,” said the rap artist in the video.

He added, “Now, more than ever, we must try to remember who we are and face who we are. We must try to love ourselves and imagine the future.”

The video ends with all the members of BTS — RM, Jin, J-Hope, Suga, Jimin, V and Jungkook — repeating the words in unison, “Live goes on. Let’s live on.”

The Love Myself campaign by UNICEF strives to safeguard young people against violence. This time the new initiative focuses on promoting the importance of mental health and self-love. As part of the campaign, UNICEF launched a website encouraging people to write an e-postcard to express their feelings and share their stories until May 6.

BTS collaborated with UNICEF and joined the anti-violence campaign in 2017. The campaign is named after the band’s third Korean-language compilation album, Love Yourself: Answer.

The campaign has raised approximately USD 6.6 million since 2017, including funds from merchandise and albums bought by fans.

All the BTS members are currently enlisted for their compulsory South Korean military services. The band is likely to make its comeback in 2025.