18 ADVERTISEMENT FEATURE AWS
MAKING AN IMPACT ONE STEP AT A TIME Since it started in 2014, more than 10,000 people have supported the 4K 4Charity Fun Run Series, raising more than $1 million for non-profits focused on advancing equity in the technology sector
SMALL DISTANCE, BIG IMPACT The event’s inaugural race was held at IBC 2014 in Amsterdam and offered sponsors and individual participants a healthy alternative to traditional trade show networking events, while giving back. Its moniker was inspired by the roll-out of 4K Ultra HD (UHD) technology and a play on words with regard to short runs of unusual distance (four kilometres or 2.49 miles). The first run was pulled together in just over six weeks by event organizers located 5000 miles from Amsterdam! With a guiding mantra that a small distance can make a big impact, the first 4km running and walking event exceeded all expectations. Ultimately, it attracted the support of nearly 250 individuals, and raised more than $28,000 in donations. Its success laid the foundation for an enduring industry tradition. When selecting charitable partners for each event, 4K 4Charity initially looked to align with organisations that support education, hunger, and/ or the environment. In 2016, 4K 4Charity shifted its mission to directly support organizations and initiatives that address increased diversity on the global and local scale across the technology industry. This change was driven by an increased desire to bring awareness and support for inclusion in the Portland metro-area tech industry, where the under-representation of women and communities of colour is a challenge that local companies are taking on collectively, as well as the release of an alarming report on the disproportionate state of the global
and globally. The 4K 4Charity Fun Run is an embodiment of his values. Since the 4K 4Charity run was founded in 2014, more than 10,000 people have taken an estimated 46 million steps in support of diversity and inclusion, with cumulative gross proceeds now in excess of $1 million. It’s also the official charity run for media and entertainment technology associations, including the National Association of Broadcasters (NAB), the International Broadcast Conference (IBC), and the Society of Professional Motion Picture and Television Engineers (SMPTE). Runs are also held for the tech community in Portland, Oregon. “Please sign up for the 4K 4Charity Fun Run at IBC 2019, and help us get to the second $1 million in half the steps so we can make a bigger, sustained impact for those under-represented in our industry,” says Barber.
he 4K 4Charity Fun Run is a first-of-its-kind event in the global media, entertainment and tech industries. Now
in its fifth year, the 4K 4Charity was innovated by the late Sam Blackman, co-founder and CEO of Elemental Technologies (now AWS Elemental), and Laura Barber, AWS Elemental director of global market relations. Inspired by Sam Blackman’s passionate commitment to community engagement, and to supporting those under-represented in the tech industry, as well as the educational systems that feed it, the multi-event series raises awareness and financial support for non-profits focused on increased diversity and inclusion. Sam Blackman helped nurture the burgeoning tech industry in Portland, Oregon, and was a passionate advocate for community service locally
DREAM TEAM The Feed magazine team, ready to run 4K at NAB with AWS’s Laura Barber
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