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

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

Liive engages a new community of lifesavers by providing content creators the opportunity to connect and inspire their community of followers 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 lifesaving mission of the American Heart Association. Funds raised will help support the association’s ongoing efforts to drive equitable health in communities across the nation.

“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 the American Heart Association. “Through Liive, we are meeting people where they are and making it easy to give back while also sharing our lifesaving mission in a fun and entertaining way.  Together, we can ensure 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 the pursuit of crossing the $1 million dollar mark of total dollars raised for the American Heart Association on TikTok. 

“As a heart survivor who underwent open-heart surgery just two years ago, I know first-hand how funds raised through the American Heart Association will work to save lives” said JT Laybourne, TikTok creator and heart disease survivor. “I am thrilled to be a part of launching the new Liive initiative and am excited to see the American Heart Association enter this space.  With the best community of supporters who are eager to give back, we will raise funds, save lives, and have a lot 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 via the Twitch charity feature.  The winner of the tournament will receive a $50,000 donation from Twitch to their personal fundraising page all to benefit the American Heart Association.  

Founded by the World Heart Federation, World Heart Day aims to educate and inspire individuals from all countries and backgrounds to unite as one in an effort to raise awareness and fight the leading cause of death worldwide, cardiovascular disease. 

For more information on American Heart Association Liive, visit


About the American Heart Association

The American Heart Association is a relentless force for a world of longer, healthier lives. We are dedicated to ensuring equitable health in all communities. Through collaboration with numerous organizations, and powered by millions of volunteers, we fund innovative research, advocate for the public’s health and share lifesaving resources. The Dallas-based organization has been a leading source of health information for nearly a century. Connect with us on heart.orgFacebookTwitter or by calling 1-800-AHA-USA1.   

For Media Inquiries: 214-706-1173

Megan Ramsey: 980-613-9066;  

For Public Inquiries: 1-800-AHA-USA1 (242-8721) and