IBC2019 honours the million dollar success of 4K 4Charity

IBC2019 is to present a special award to 4K 4Charity, the fun run established at IBC five years ago. It has gone on to raise more than a million dollars for non-profit organisations that support increasing equality and inclusivity in the technology industry, and has attracted nearly 10,000 supporters to date. Since its inception in Amsterdam at IBC in 2014, the 4K 4Charity Series has expanded with events each year at NAB, the SMPTE Tech Retreat, and in AWS Elemental’s home town of Portland, Oregon.

IBC2019 honours the million dollar success of 4K 4Charity

IBC2019 is to present a special award to 4K 4Charity, the fun run established at IBC five years ago. It has gone on to raise more than a million dollars for non-profit organisations that support increasing equality and inclusivity in the technology industry, and has attracted nearly 10,000 supporters to date. Since its inception in Amsterdam at IBC in 2014, the 4K 4Charity Series has expanded with events each year at NAB, the SMPTE Tech Retreat, and in AWS Elemental’s home town of Portland, Oregon.

The run was inspired by the late Sam Blackman, co-founder and CEO of AWS Elemental. He was passionately commitment to community engagement and to supporting those underrepresented in the tech industry, as well as the education systems which feed it. Sam was also an ardent supporter of a healthy life/work balance, and a dedicated athlete. Together, he and AWS Elemental global market relations and PR lead Laura Barber innovated an event that would provide a healthy and unique networking environment, while giving supporters an opportunity to support the communities in which they live and do business. 4k video resolution was IBC2014’s hot topic, and producing a 4k run seemed a natural choice, despite the unusual distance. The first ever 4K 4Charity at IBC in 2014 attracted 250 participants and raised $28,000, all of which went to good causes.

Since then the idea of a short run for a big impact has really taken off. The remarkable milestone of a million dollars for charity has now been passed, and 4K 4Charity continues to grow. The IBC2019 event takes place on Saturday morning, 14 September, at 7.30 in Amstelpark, and will benefit Technovation, a global education organisation that empowers the world’s under-represented young people – especially girls – to become innovators and leaders through engineering and technology.

Rather than paying race registration fees, 100% of individual supporters’ donations goes to the designated non-profit organisations. Corporate sponsors also play a critical role in the event’s continued growth, with their contributions going to both designated non-profit organizations and to offset event costs. You can register for the IBC2019 4K 4Charity at https://4k4charity.com/ibc.

“Sam Blackman’s death in 2017 was huge loss for everyone who knew him,” Laura Barber said. “What he loved about this run is how efficiently it helped us raise money for non-profits focused on increased equity. Sam also really liked how the run lets folks engage in a healthy, unique, fun activity amidst the intensity of tradeshow and workday schedules while helping drive change. Maintaining and growing 4K 4Charity is an incredible way to realise Sam’s vision for the long term. IBC is where it all began, and we are honoured to receive this award.

“We also hope that as many people as possible will join us for the IBC2019 event, raising money for excellent causes and taking this unusual networking opportunity to focus on a future in media technology that is more equal, more inclusive and more diverse,” Barber added.

Michael Crimp, CEO of IBC, said: “In an industry which relies upon innovation, on fresh thinking and on new viewpoints, it is vital for us to ensure that we equip future generations with the knowledge and the opportunities to make their mark. 4K 4Charity has proved a real force for good: not just in raising money but in talking about the issues and guiding future progress. My congratulations to Laura and her team, and I am delighted that we are able to recognise this important work.”

The award will be presented during the IBC2019 Awards Ceremony, which takes place on Sunday evening, 15 September, in the RAI Auditorium. All IBC visitors are welcome to the event, which will see a range of awards presented, including IBC’s new Young Pioneer and Social Responsibility awards, and the International Honour for Excellence to actor, director and producer Andy Serkis.

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