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4K 4Charity Fun Run Gets a Head Start for IBC 2019 with Open Registration

4K 4Charity Fun Run Gets a Head Start for IBC 2019 with Open Registration

Sponsorships available for official run at IBC 2019 which raises awareness and support for non-profits focused on increased diversity and inclusion

Portland, Oregon – July 31, 2019 – Registration is 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 LLC (“AWS Elemental”), an Amazon Web Services, Inc. (“AWS”) 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 7:30 a.m. local time on Saturday, Sept. 14 at Amstelpark, Amsterdam, The Netherlands. Sponsorships inquiries may be directed to Paulien Ruijssenaars (

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 programs, 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 marginalized by our society and educational systems. Through their on-going 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!”

Unable to attend, but still want to show your support? Please choose "Donation Only" during registration. Light beverages and breakfast snacks will be provided.

About the 4K 4Charity Fun Run

Founded in 2014, the 4K 4Charity Fun Run Series is a 2.49-mile running and walking event held annually in Las Vegas (NAB Show and AWS re:Invent), Amsterdam (IBC Show), Los Angeles (SMPTE Annual Technical Conference & Exhibition) and Portland, Oregon to raise awareness and financial support for global and local non-profits that support increased diversity and inclusion initiatives. Whether you’re a competitive runner or prefer a leisurely stroll, the 4K 4Charity Fun Run makes it easy for participants and sponsors to get active and give back.

Press & Sponsorship Contact:

Paulien Ruijssenaars, AWS Elemental
+1 (650) 279-8957