Proceedings of the 28th International Conference on Literature: “Literature as a Source of Wisdom”, July 11-13, 2019, Universitas Syiah Kuala, Banda Aceh, Indonesia ISBN: 978-623-7086-21-5 129 LOVE MYSELF CAMPAIGN: EXPLORING BRANDEN’S SIX PILLARS OF SELF- ESTEEM IN BTS SONGS Diana Achmad, * Siti Sarah Fitriani & Dini Hanifa Department of English Education, Faculty of Teacher Training and Education, Universitas Syiah Kuala, Banda Aceh, Indonesia * Corresponding author: ssfitriani@unsyiah.ac.id DOI: 10.24815/.v1i1.14409 Abstract On November 2017, 7-member Korean idol group BTS (Bangtan Sonyeondan) launched the LOVE MYSELF campaign, partnering with UNICEF #ENDviolence program. This campaign was presented to build the young generation’s belief that “true love first begins with loving myself”. As a part of this campaign, BTS released the Love Yourself trilogy albums, and the recent one is titled Love Yourself: Answer. This research aims to discover the self-esteem expressions used in the lyrics of each song according to Branden’s Six Pillars of Self-esteem (1994) and also to analyze the connection between the four songs in the album, namely: Epiphany, I’m Fine, Idol and Answer: Love Myself, and the campaign. A qualitative method with literary study was used to collect the data from the lyrics of the four songs. The result found out that three songs: I’m Fine, Idol and Answer: Love Myself, contain all Branden’s Six Pillars of Self-esteem, namely: living consciously, self-acceptance, self-responsibility, self- assertiveness, living purposefully and personal integrity. While Epiphany also contains all of the pillars except self-responsibility. It can be concluded that all four songs matched with the LOVE MYSELF campaign. The findings of this study should give a support to the campaign and persuade the listeners about love and respect oneself. Keywords: BTS, the LOVE MYSELF campaign, Branden’s Six Pillars of Self- esteem. 1. Introduction At the beginning of 2017, Korean Idol group BTS and its label Big Hit Entertainment prepared the LOVE MYSELF campaign (About LOVE MYSELF, 2017). This campaign can only be officially launched on 1 November in the same year after the proposal was received by The Korean Committee of UNICEF. The aim of this campaign is to protect and support children and teenagers from abuse and sexual violence, both in the domestic and school environment. In addition, educational programs for local communities that intend to prevent acts of violence were also provided.