Content creators

Online gamers and content creators support heart and stroke research and education

The American Heart Association joins streamers across the country to celebrate the launch of a new fundraising initiative called Liive

DALLAS, September 28, 2022 Gamers, streamers, and creators have joined the American Heart Association to team up, stream, and save lives. It’s all to celebrate the launch of the association’s new fundraising initiative, American Heart Association Liive (pronounced as “līv” as in the hive).

Liive engages a new community of lifesavers by giving content creators the opportunity to connect and inspire their community of subscribers to give back. Throughout September, nearly 200 participants are hosting live streams on Twitch, TikTok, YouTube and other platforms to raise critical funds to support the American Heart Association’s lifesaving mission. Funds raised will help support the association’s ongoing efforts to foster equitable health in communities across the country.

“It’s exciting to see a new generation of fundraisers who now hold the power to transform lives in the palm of their hands, literally,” said Raymond P. Vara, Jr., Chairman of the Board of Directors of the American Heart Association. “Through Liive, we meet people where they are and make it easy to give back while sharing our mission to save lives in a fun and entertaining way. Together, we can ensure that everyone has the opportunity to live a full and healthy life, no matter who they are or where they live.

As part of the Liive launch celebration, TikTok creators including social media influencer JT Laybourne (@JTLaybourne) will go live on World Heart Day, September 29 and encourage viewers to give back in an effort to cross the $1 million mark in total dollars raised for the American Heart Association on TikTok.

“As a heart survivor who had open heart surgery just two years ago, I know firsthand how the funds raised through the American Heart Association will save lives,” said JT Laybourne, creator of TikTok and survivor of heart disease. “I’m thrilled to be part of the launch of the new Liive initiative and I’m excited to see the American Heart Association stepping into this space. With the best community of supporters eager to give back, we’ll raise money, save lives and have lots of fun doing it.

In addition to the live stream, Twitch creators will come together on World Heart Day for the first-ever Heart Liive Streamer Invitational where streamers will play the game Fall Guys while encouraging viewers to donate through the charity feature. Twitch. The winner of the tournament will receive a $50,000 donation from Twitch to their personal fundraising page, benefiting the American Heart Association.

Founded by the World Heart Federation, World Heart Day aims to educate and inspire individuals from all countries and walks of life to unite in an effort to raise awareness and fight the leading cause of death in the world, cardiovascular diseases.

For more information about American Heart Association Liive, visit


About the American Heart Association

The American Heart Association is an unrelenting force for a world of longer, healthier lives. We are committed to equitable health in all communities. Through collaboration with many organizations and millions of volunteers, we fund innovative research, advocate for public health and share vital resources. The Dallas-based organization has been a leading source of health information for nearly a century. Join us on, Facebook, Twitter or by calling 1-800-AHA-USA1.

For media inquiries: 214-706-1173

Megan Ramsey: 980-613-9066; [email protected]

For public inquiries: 1-800-AHA-USA1 (242-8721) and