They said this campaign is based on American Heart Association research that shows people respond better when they are focused on something that appeals to them emotionally, something personal.
Some examples include a person eating right or quitting smoking, because they person want to live to walk their daughter down the aisle or live to retire to the mountains.
The AHA said, in other words, "Life Is Why" people should take care of themselves, why they should exercise, eat right and quit smoking.
It's a message Patsy Sable and her husband want to spread.
He has suffered a heart attack, and their family has suffered the loss of loved ones to heart disease.
"Don't wait for something bad to happen to you or to your family member or to a friend or relative or co-worker. Your own life is why you need to embrace these initiatives, whether it's for the Heart Association or other healthy lifestyle choices," Sable said.
The Sables are co-hosting the American Heart Association Heart Ball this year.
This week Tucson Medical Center and the American Heart Association will roll out their "Life Is Why" initiative.