Muscular Dystrophy Association, What’s Trending Launch ‘Live Unlimited’ Charity Campaign

The Muscular Dystrophy Association (MDA) has launched a six-week online campaign titled ‘Live Unlimited‘, which aims to showcase the courage and can-do spirit of those fighting diseases like muscular dystrophy and ALS.

Featuring musical performances on Facebook Live and a 24-hour online gaming event, the campaign will see digital influencers and celebrities alike calling upon their fans to share moments of strength using the #LiveUnlimited hashtag — which refers the fact that “we all want to live without limits,” said the nonprofit’s president and CEO Steven Derks in a statement. “We want to share the power of possibilities and positivity that our MDA families exhibit every day…and, in turn, shine light on the urgency and action needed to help more kids and adults with muscular dystrophy, ALS, and related muscle debilitating diseases.”

The campaign kicks off today with a 12-hour musical celebration produced in conjunction with millennial media brand What’s Trending. Right now, artists like Billy Ray Cyrus, Jojo, Steve Aoki, and more are livestreaming performances on their respective Facebook pages. At the same time, stars like Carly Rae Jepsen

, Mario Lopez, and the Olympian Shannon Miller — as well as digital influencers like Jordan Doww, Matthew Santoro, and The Holderness Family — are sharing their own #LiveUnlimited stories of perseverance on social media.

The gaming stream will kick off on June 24 on the Geek And Sundry Twitch channel, where noted personalities will cull donations via giveaways and shoutouts, according to the MDA. That’s not all: lip synching app Musical.ly will spotlight videos touting the #LiveUnlimited hashtag during a launch day takeover.

In addition to all the digital star wattage, the MDA is spotlighting 12 inspiring stories of individuals fighting muscular dystrophy and living life on their own terms (check out aspiring fashion designer Haley Frieler‘s below). And, before the campaign concludes on July 31, a sponsor will donate $1 for every #LiveUnlimited moment that gets shared on the campaign’s website. For additional information or to participate, visit liveunlimited.mda.org.