AWS for M&E Blog

First-ever 4K 4Charity virtual run knocks it out of the park

Media and entertainment professionals from across the globe rally to raise more than $21,000 in net donations supporting UNICEF and the National Center for Women & Information Technology programs

The first-ever 4K 4Charity Virtual Run has come to an end, and we’re humbled by the incredible participation of the media and entertainment industry. Even in the face of a global pandemic, hundreds of supporters representing 158 companies across 24 countries raised more than $21,000 in net donations for this year’s event beneficiaries. The funds will support UNICEF’s COVID-19 relief efforts and the National Center for Women & Information Technology’s (NCWIT) Aspire IT and TECHNOLOChicas programs, which provide young women with the education and inspiration to pursue careers in technology from an early age.

Participants from every corner of the industry put forth donations, committing to and completing 4K and 8K distances from a location of their choice—around neighborhoods, in local parks, and even indoors—many with kids and pets as companions. Even though physically apart, supporters came together on social media to share their journeys with the global online community and bring awareness to 4K 4Charity efforts.


4K 4 Charity 2020 Virtual Run benefited programs like UNICEF, Aspire IT, and TECHNOLOchicas.


The 4k 4Charity Fun Run series maximizes charitable impact with 100% of individual supporters’ registration and donation proceeds benefiting designated nonprofit organizations. UNICEF is on the ground in more than 190 countries, partnering with front line responders to keep children healthy, learning, and protected from sickness and violence no matter where they live. NCWIT’s Aspire IT program has provided more than 295,000 instructional hours for K-12 girls teaching programming fundamentals and computational thinking in fun creative environments. TECHNOLOchicas inspires young Latinas to pursue opportunities and careers in technology by using powerful stories of Latinas from diverse backgrounds who are in technology fields.

Hosted by Amazon Web Services, the first-ever virtual 4K 4Charity run was supported with sponsorships from Planar Systems, Bitmovin, Editshare, FEED, Irdeto, SDVI, Verimatrix, Wall Street Communications and NAB Show. Thanks to the generosity of sponsors and participants, the transition to a virtual event was smooth, and beneficiaries will use the funds to advance their efforts and programming. We are thankful for the opportunity to celebrate this NAB Show event staple with industry friends even though we were apart.

This may have been the first virtual 4K 4Charity, but it certainly will not be the last. The upcoming IBC, PDX, and SMPTE events will also be going virtual for 2020. For upcoming event information, registration details and updates, visit our website at, follow @4K4Charity on Twitter and Instagram and like our Facebook page @4K4CharityFunRun. Sponsorship opportunities are now available for the IBC, PDX and SMPTE 2020 Virtual Runs. For more information, contact