On February 16, the British Heart Foundation flatlined the live streams of gamers across the U.K. as part of a new campaign to raise awareness of the impact of cardiac arrest.

A total of 16 gamers on Twitch will have their streams interrupted by a flatlining heart monitor, followed by UK cardiac arrest statistics and signposting to BHF’s RevivR tool, which teaches people how to perform CPR.

Collectively the streamers, including AuzioMF, MattHDGamer and Mamabenjyfishy channels, reach a following of 11 million people, playing games including FC24, the successor to EA’s popular FIFA range of games, and survival/battle royale platform Fortnite.

Thousands of viewers typically tune in live to watch the streams. On 14 February AuzioMF’s FC24 stream had 51,000 views; Mamabenjyfishy’s Fortnite stream had 7,500 and MattHDGamer’s stream from 15 February had nearly 7,000 views.

The campaign has been set up to target a Gen Z audience, as BHF research found that those in this age group (aged 16-26) are the most likely to be trained in CPR. 

Over 70% of Twitch viewers are between the ages of 18 and 34.

Damion Mower, director of brand and acquisition at BHF, 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.”

The campaign will be supported by a BHF homepage takeover of Twitch U.K. and, throughout February, an interactive quiz for mobile and 20-second video ads to promote RevivR training.

The charity will also be the official sponsor of the “be right back” screens streamers’ use when taking a break.

BHF’s media agency PHD worked with gaming specialists GameSquare and Venatus to deliver the campaign.

GameSquare brokered the partnership with Twitch and led on its creative delivery, and Venatus led on mobile gaming content. 

Tess Gullis, gaming director at PHD, said: “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.”

The Twitch campaign follows BHF’s Media Week Award-winning “Stopping the UK’s biggest Heart” campaign, in which partners PHD and Global flatlined ads on live radio.

This article originally appeared on Campaign UK.