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The American Liver Foundation is the only national organization dedicated to the liver and liver disease, with experts available for questions seven days a week. For press inquiries, please contact us here.

The American Liver Foundation is a nationwide network of volunteers and staff who provide awareness, outreach, education programs and support services to educate the public about liver health and improve the lives of individuals with liver disease.

Our mission is to facilitate, advocate and promote education, support and research for the prevention, treatment and cure of liver disease.

Although liver disease is among the ten major causes of death in the United States, there was no national voluntary health agency devoted exclusively to combating liver diseases until 1976, when the American Liver Foundation was formed.

The American Liver Foundation was created in 1976 by the American Association for the Study of Liver Disease (AASLD). This organization of scientists and healthcare professionals was concerned with the rising incidence of liver disease and the lack of awareness among both the general public and the medical community. The mission, the programs and the services provided by American Liver Foundation complement the great work of AASLD.

No other voluntary organization in the nation provides a voice for the 30 million Americans with liver disease. Read about how this was accomplished in our timeline 40 Years in the Making created on our anniversary in 2016.

American Liver Foundation makes a measurable difference in the fight against liver disease by providing financial support for medical research, education for medical professionals, and advocacy and information for patients and their families, and by creating public awareness campaigns about liver wellness and disease prevention.

The American Liver Foundation network offers a wide range of patient, public and professional education programs across the country. Read more…

Education Materials…
…are available on numerous subjects including hepatitis A, B and C, liver cancer, biliary atresia and liver health. Select materials are available in Spanish. Read more…

The American Liver Foundation’s Research Award Program is the largest non-governmental resource of liver research funding.

Since 1979, the ALF has provided more than $24 million though nearly 800 awards to physicians and research scientists studying new preventions, treatments and cures for liver disease.

Award recipients have broadened the understanding of the liver, discovered new ways to treat patients, published nearly 30,000 scientific journal articles and secured over 200 prestigious NIH grants to further advance the scientific study of liver health and liver disease.

Learn more about the American Liver Foundation Research Awards Program here.

The American Liver Foundation participates in federal, state and local advocacy efforts that address the needs of people affected by liver disease and focus on larger health care issues that improve liver health.

Help Line 1-800 GO LIVER
If you have a question about liver health or liver disease, call the ALF Help Line. This service provides information on prevention, risk factors, early detection, symptoms, diagnosis, research and treatments.

You cannot live without your liver

Did you know it’s a really important organ?

In fact, it’s the second largest one in your body and is located right under your rib cage on your right side. It weighs about three pounds and is shaped like a football that’s flat on one side.

Your liver is important and it has many functions. The top three are that it cleans your blood of toxins, gives you energy and produces bile for digestion. Your liver processes what you eat and drink into nutrients your body uses and filters out harmful substances from your blood.

To learn more about the liver visit our page “About the Liver.”

The American Liver Foundation has a variety of websites that serve our constituents in a different number of ways. –
Our public facing website is the resource for news and information regarding liver disease for all people with liver disease, their friends, families and caregivers.

Flavors Signature Event –
This website is designed specifically for division event managers to promote Flavors events.

Liver Life Walk Signature Event –
This website is designed specifically for division event managers to promote Liver Life Walk events.

Liver Life Challenge Signature Event –
This website is designed specifically for division event managers to promote Liver Life Challenge events.

Make a Difference –
This website is designed specifically for division event managers to promote Make a Difference events.

There are plenty of ways to connect with the American Liver Foundation on social media.

In a world where organizations are constantly competing for visibility and funding, a strong brand helps ALF get and keep the public’s attention.

Our brand is a promise to our audiences and to the world. It says, “This is who we are and this is what you can expect from us.” The stronger our brand, the more clearly the world understands our mission.

We have urgent messages to deliver. When we use a consistent corporate identity across all of our materials, our messages are heard more often and more clearly. Ultimately, we build a stronger brand and we gain greater credibility with our audiences.

For this reason, it is critical that all internal and external communications comply with the ALF Brand Guidelines. In this section you’ll find everything you need to produce high quality communications materials using a consistent corporate identity. The tools and templates here are intended to make your job easier while making our brand stronger.

Thanks for your help in continuing to build the ALF brand.


American Liver Foundation® is a registered words only mark and should be identified with ®.


The logo should appear in a consistent manner on all marketing communications. Guidelines for its use, color and sizing are available here for download. Use these guidelines to create marketing materials for ALF.


  1. Adobe Illustrator EPS
  2. Transparent Background PNG


Perhaps more than any other element, color gives personality to our brand. Consistent use of color helps build strong brand recognition and immediately identifies visual material as a product of our organization.

The ALF Red was selected for its energy, strength and distinctiveness. The supporting color palette has been developed to bring a professional, fresh and energetic personality to our 30-year-old foundation, and to enhance and complement the red logo. When using color in marketing communications or advertising, be mindful of proportions and scale. The ALF Red should be used in moderation, in both graphic design and text, so that the logo is highlighted and emphasized.

Download the color palette here.


If you are shooting original photography, you need to obtain a Photo Release from anyone who can be identified in the photo. The Photo Release protects you from potential legal exposure.

Adult Model Photo Release Form

Minor Model Photo Release Form

Best Practices for Creating Video Content

Brevity is best. Try to keep your video short, no longer than 15 minutes. If your subject matter requires more time, then consider your presentation in “chapters.” Each chapter can be a separate video (or edited to be separate). Think of longer presentations as a series of videos (no longer than 15 minutes each). Consider your topic(s) for each video or chapter.

Dress for the camera

  • Avoid wearing too much white, black or red
  • White glows and becomes the most noticeable thing
  • Black is too harsh and can suck up all the light
  • Reds “bleed” on camera and are distracting
  • Pastel shirts work well on video; the safest color on camera is blue
  • Avoid wearing stripes, herringbone, small intricate design, or flashy jewelry. They are hard for a camera to pick up or can sometimes dance on the screen
  • Remove jewelry/watches that move as they might hit your microphone and create noise

Consider what your keyword or phrase might be for each video or chapter. Each video should be found easily by people online when searching using search engines like Google. Think of the word or phrase they might enter in the search field when looking for information on the topic of their choice. Use these keywords and phrases in your script (if you have one) and build them into the file name and title of your video. To find additional keywords or phrases for your topic you can use free tools like this –

Call to Viewers Action
Integrate a message in the beginning and the end to ask the viewer to subscribe, like, share, comment, and checkout more information in the Description area below.

It’s important to stage the subject(s) in an area that has no visually distracting background clutter. Please avoid filming in areas in which people may be talking or walking by.

The subject(s) should be facing the light source. Soft natural light from a window is great when you don’t have a professional setup. If you’re using daylight from an outside facing window, then try to record on a day or at a time when the outside light is not too bright. It’s preferable to have a gray overcast or cloudy day to a bright sunny day to do your recording. It’s also best to position the subject in such a way that the light source is approximately eye level. Avoid instances when the light is overhead (like in a room with overhead lighting) or from below.

Size matters
The size of the space you’re recording in is important. The acoustics will be better in a smaller space that has soft surfaces like carpeting, fabric furniture, drapes, or window coverings. Rooms with hardwood or tile floors (without area rugs) will tend to create echoes and a hollow sound.

Camera placement
If you’re using a smartphone or tablet or laptop to record, then you’ll want to use these rules of thumb. Horizontal orientations are best for viewing finished recordings so setup your device to record in landscape mode. Note that the camera placement on your device is not in the center of your device. Have the subject(s) look and speak directly to the camera lens so that eye contact with the audience is maintained. Setup the device approximately 2-3 feet away from the subject(s) or about an arm’s distance away. Place your subjects in the frame off-center. Divide the frame in thirds horizontally. Center your subject(s) either in the first third or second third of the frame (in case you want to add text or titles in the center of the other third of the frame. The device camera lens should be placed about eye level to your subject(s). Creatively position your device using anything that elevates the device to the level that positions the lens approximately at eye level. If you don’t have a tripod, you can use books or anything else that will accomplish the same thing.

Slow down your speech

  • Speak slowly and clearly
  • Enunciate and take your time
  • Remember, it doesn’t have to sound perfect – in fact it should not sound scripted. Instead, tell the story like you would to a friend or family member

Focus on body language

  • Sit forward and start with your hands on your lap; sit up straight
  • Use hand gestures naturally
  • Smile, stay calm
  • Appear interested and be enthusiastic

Be comfortable
The subject(s) should rehearse if they need to, but above all they should feel comfortable speaking to the camera. Speak slowly and deliberately. If the subject is nervous, it will be apparent by speaking more rapidly and by perspiring. Relax and deliver.

About the American Liver Foundation
The American Liver Foundation is the nation’s largest non-profit organization focused solely on promoting liver health and disease prevention. The American Liver Foundation achieves its mission in the fight against liver disease by funding scientific research, education for medical professionals, advocacy, information and support programs for patients and their families as well as public awareness campaigns about liver wellness and disease prevention. The mission of the American Liver Foundation is to promote education, advocacy, support services and research for the prevention, treatment and cure of liver disease.

Additional information can be found at or by calling 1 800 GO LIVER (800-465-4837)

For all press inquiries, please contact JPA Health Communications.

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