The British Heart Foundation (BHF) has launched a new campaign, flatlining live Twitch streams to raise awareness of the consequences of cardiac arrests.

In partnership with media agency PHD, the charity has launched unexpected intermissions during the streams of popular Twitch streamers, reaching an audience of around 11 million people.

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Some of these streamers include AuzioMF, MattHDGamer and Mamabenjyfishy.

The creative is specifically aimed at Gen Z’s, with over 70% of Twitch users being between the ages of 18 and 34.

The campaign will also be supported by a BHF takeover of the streaming giant’s UK homepage, with an interactive mobile quiz and 20-second video ads to promote RevivR training running across the rest of the month.

BHF Director of Brand and Acquisition, Damion Mower, said: “Tragically, there are more than 30,000 out-of-hospital cardiac arrests in the UK every year with a survival rate of less than one in 10. We are determined to change this by giving everyone the opportunity to learn CPR with RevivR.

“By equipping our young people today with these lifesaving skills, more lives could be saved in the future. This partnership will put our RevivR CPR message in front of a sizeable, highly engaged younger audience in a moment where none of them are expecting it.”

PHD Gaming Director, Tess Gullis, continued: “The BHF has a long-standing reputation for executing creative media campaigns that grab disproportionate attention.

“This partnership extends that approach whilst targeting a younger audience in a new media space for the brand, further cementing gaming’s growing reputation as an impactful, mass-reach medium.”