The Fireflies leaving party in Soho, London last week
On Wednesday the end of a gruelling eight day, 1,000 km bike ride over the Alps will be in sight for the 75 advertising and production people who make up this year’s Fireflies cycling tour. Before they reach Cannes, there’s still time to pledge money for their cause, the leukaemia charity, Leuka…
It’s not easy crossing the Alps on a bike…
Each year the Fireflies Tour traverses the French Alps, from Geneva to Cannes, to help raise money for Leuka. If all goes to plan, they should to arrive at the finishing line at the Cannes Lions on the 23rd. They’re currently blogging their progress at the Fireflies website.
This year, Colnago, the legendary Italian bike manufacturer, has also made a custom Fireflies/Leuka bike for the ride.
The Fireflies Tour was established in 2001 by Sandy Watson Scott, then head of TV at M&C Saatchi, in recognition of relatives and friends’ battles with cancer. The five co-founders, Jake Scott, Adrian Moat, Nick Livesey (directors at RSA Films), Tim Page (head of TV at Y&R) and Chris Haworth set out to cycle 1,000 km in eight days from Lake Evian, across the Alps to Cannes.
Each year new amateur cyclists from the ranks of the advertising and film world have taken up the challenge and, since 2001, the Fireflies have raised £800,000 in aid of Leuka.
2010 is the 10th anniversary tour and the Fireflies are aiming to reach, if not go beyond, their £1 million target. To find out how you can sponsor them, check out the Sponsor Us section of the Fireflies website, or email Laine Lindsay Law at RSA films. More information on Leuka is at leuka.org.uk.
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