IBC 2019: 4K 4Charity fun run gets a head start

IBC has announced that registration is now open for the 4K 4Charity Fun Run at IBC 2019.

Now in its sixth year, the official run for IBC 2019, which is produced by Elemental Technologies, an Amazon Web Services company, raises funds for non-profits focused on supporting increased diversity and inclusion in the media and entertainment and tech industries. The 4K 4Charity Fun Run takes place at 7:30am local time on Saturday, 14 September at Amstelpark, Amsterdam, The Netherlands.

Proceeds from the 4K 4Charity at IBC 2019 benefit Iridescent, a global education non-profit that empowers underrepresented young people to become innovators and leaders through engineering and technology. Through their two programmes, Curiosity Machine AI Family Challenge and Technovation, Iridescent introduces underserved communities to new technologies and empowers and equips them to apply those technologies to solve the real-world problems they face.

Momentum continues to grow for the media industry’s only 4K run held to raise awareness and funding for increased diversity and inclusion, with more than $1 million raised in gross proceeds since the series was founded in 2014.

The 4km (2.49 mile) running and walking event is held at major industry events around the world including the NAB Show, IBC Show, and the SMPTE Annual Technical Conference & Exhibition. Runs also are held in Portland, Oregon. Enabling supporters to have the most impact possible, the 4K 4Charity Fun Run donates 100 percent of individual contributions to designated non-profit beneficiaries. More than 10,000 people have supported the 4K 4Charity Fun Run to date.

“More than $1 million in 4K 4Charity gross proceeds have been raised, helping to provide opportunities in technology for people marginalised by our society and educational systems. Through their ongoing support, our sponsors and individual supporters are enriching our industry by making it better for everyone,” said Laura Barber, co-founder of the 4K 4Charity Fun Run Series.

Barber added: “It took us roughly 46 million human steps to get to the first $1 million. Please sign up today for the 4K 4Charity Fun Run at IBC 2019, and help us get to the second $1 million in half the steps so that we can make an even bigger, sustained impact for those underrepresented in our industry!”

To find out more and to register visit: https://4k4charity.com/ibc