How Fire TV’s Stream It Forward program raised more than $2 million for charities in 2024

For Miguel Vazquez, watching a film like Black Hawk Down can feel nostalgic. As a military veteran who now works for The Mission Continues as an individual giving manager, Vazquez’s job helps to empower veterans through community service—something he was able to do in 2024 just by streaming some of his favorite films.

Last year, The Mission Continues was one of 14 charities and organizations that received donations from Fire TV through the Stream It Forward brand sponsorship program. The initiative, which enables brand sponsors and content providers to raise money for their chosen charities, had a landmark 2024, going from six campaigns in 2023 to 14 campaigns in 2024—a whopping +100% increase in just a year’s time. One of those campaigns was with the Navy Federal Credit Union, who chose The Mission Continues as their charity recipient. During a month-long campaign, Fire TV users could stream films that featured characters in the armed forces like Glory, A Few Good Men, and Black Hawk Down. The campaign resonated with viewers, resulting in 70,000 hours of selected content streamed—and $70,000 raised for The Mission Continues.

“I think the Stream It Forward campaign was an awesome idea,” Vazquez said. “Knowing that I am not alone in watching these specific movies and knowing that I am contributing to the greater good for our VSO community was a great feeling. The bigger bonus was that these donations came from a credit union many veterans actively bank with [Navy Federal]. I feel this was an innovative idea and something we hope continues just as our mission does in under resourced communities all over the country.”

“Through innovation, collaboration, and a shared passion for giving back, HAQM’s Stream It Forward initiative not only captured attention but also raised an impressive $70,000 for The Mission Continues, a trusted partner,” said Pam Piligan, the Chief Marketing Officer of Navy Federal Credit Union. “This success proves that by supporting innovative media, we can transform ideas into meaningful impact.”

Created in 2019, the Stream It Forward program had its most impactful year yet in 2024. By working with a wide range of participating brands that included the likes of General Mills, Tylenol, TIAA, and BISSELL, HAQM supported organizations and charities like the National Park Foundation, the Women’s Sports Federation, First Generation Investors, and the BISSELL Pet Foundation.

On each campaign, Fire TV and HAQM Ads worked with brands to create unique events and campaigns that incentivized viewers to support the brand’s charities of choice by curating a guide to what to watch. When audiences streamed select content on Fire TV, HAQM donated $1 for every hour streamed, making it both compelling and fun for viewers to raise money for these good causes.

Consumers have indicated that they are eager to support campaigns like these. According to the 2023 Higher Impact report from HAQM Ads and Environics Research, 70% of global consumers believe they can vote with their dollars and look to support brands that are good citizens. By working with Stream It Forward, brands have a unique opportunity to not only demonstrate their values by supporting their favorite charities, but to invite their customers to do it with them. And each event and its corresponding select content was specially curated to speak to the brands and the charities they chose.

The past year was also noteworthy because it marked Stream It Forward’s foray into a new arena: HAQM Music. In 2024, HAQM Ads Brand Innovation Lab joined forces with retirement services provider TIAA to tap legendary rapper and producer Wyclef Jean to write an original song about financial legacy, “Paper Right.” The catchy track was then featured as the selected content for TIAA’s Stream It Forward campaign, with HAQM donating $1 for every stream of “Paper Right” to their charity of choice, First Generation Investors (FGI). The song, which talks about the importance of building generational wealth, was especially apropos because FGI is a nonprofit organization that teaches high school students the power of investing. It definitely struck a chord, generating more than 100,000 streams in its first 10 days on HAQM Music.¹

Some of the content featured during Stream It Forward’s campaign with Navy Federal Credit Union in support of The Mission Continues

For Kate McCagg, the director of the HAQM Ads Brand Innovation Lab, the compelling collaboration with TIAA and Wyclef Jean epitomizes why Stream It Forward has been such an impactful initiative.

“This campaign is a fantastic example of how even a serious or dry subject, like saving for retirement, can be addressed in a way that connects emotionally and culturally,” McCagg said in an interview last year with Jean and TIAA chief brand officer Zara Mirza. “By tapping into music’s power to connect and inspire action, and making it easy for people to participate, this campaign was able to raise brand awareness while serving a broader purpose.”

Now, with 2024 in the books, Stream It Forward is expanding even further in 2025 with HAQM Ads Brand Innovation Lab and HAQM Music’s “Louder Than Cancer” campaign. The program, which debuted in early February and was presented by WPP, featured a dedicated HAQM Music playlist that included tracks from Melissa Etheridge, H.E.R., Imagine Dragons, and Blake Shelton. For every stream of the selected songs on the playlist, HAQM Music will donate $1 to Conquer Cancer, the ASCO Foundation, marking the first time that Stream It Forward donations will come from HAQM Music.