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media and entertainment industry by the Media, Diversity and Social Change Initiative at the University of Southern California’s Annenberg School for Communication and Journalism. As such, 4K 4Charity event beneficiaries have since included the Geena Davis Institute on Gender in Media and Girls Who Code. GROWING MOMENTUM Momentum continues to grow for the media industry’s only 4km run held to raise awareness and funding for increased diversity and inclusion. Overall registration was up more than 30% for the 4K 4Charity Fun Run held at the 2018 NAB Show, while the number of runners and walkers on the course increased by 33%. At NAB Show earlier this year, 735 individuals joined the run, which was also supported by multiple generous sponsors. More than $68,000 was raised for Girls Who Code, a non-profit organisation working to close the gender gap in technology. Last year at IBC, the 4K 4Charity Fun Run raised more than $56K in donations from sponsors as well as 653 individual supporters representing 165 companies spanning the media and entertainment industry. Proceeds from the 4K 4Charity at IBC 2019 will benefit Iridescent, a global education non-profit company that empowers under-represented young people to become innovators and leaders through engineering and technology. Through its two programmes, Curiosity Machine AI Family Challenge and Technovation, Iridescent introduces underserved communities to new technologies and empowers them to apply those technologies to solve the real-world problems they face. SOCIAL RESPONSIBILITY Unlike many other athletic events which provide participants the option to give back, 4K 4Charity Fun Run
RUN FOR GOOD The 4Charity Fun Run is now in its fifth year and has so far raised
more than $1m dollars
Registration is open for the 4K 4Charity Fun Run at IBC 2019: visit 4k4charity. com/ibc to sign up. The run will take place at 7:30am local time on Saturday, 14 September at Amstelpark, Amsterdam, The Netherlands. Sponsorship enquires can be directed to Paulien Ruijssenaars: paulien@amazon.com SIGN UP
sign-ups are structured so that individual participants donate to take part, in lieu of a traditional participation fee. 100% of individual 4K 4Charity Fun Run participant donations are given to non-profit organisations focused on increasing equity across the global tech industry. With the generous and dedicated support of multiple corporate sponsors and thousands of individuals, as well as IBC, NAB, SMPTE, and local tech communities, 4K 4Charity has persevered, staying true to Sam’s mission. The continued success of the 4K 4Charity Fun Run series is a testament to this industry’s commitment to increasing equity. “More than $1 million in 4K 4Charity proceeds has been raised 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
SIGN UP FOR THE 4K 4CHARITY FUN RUN AT IBC – HELP US GET TO THE SECOND $1M
making it better for everyone,” concludes Barber.
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