Every year in June, The Fireflies cycle
over the French Alps from Lake Geneva to the Cannes Lions International Advertising Festival. The challenge is to ride more than 1000kms over 18 mountains in 8 days.  Those who suffer with cancer dont know whats around the corner so we will wont know our route or mountain until the night before each day.

The Fireflies are committed to raising money for Bloodwise,
 a leading charity which funds research into the treatment of leukaemia
and cancers of the blood. Inspired by the courage it takes to fight
cancer, the riders tackle the gruelling climbs of the Tour de France.
Our motto is ‘For Those Who Suffer We Ride’.

1 in 3 of us will be diagnosed with some type of cancer in our lifetime.
 It is believed that leukaemia is the model of all cancers and achieving
 a greater understanding of this disease will help in the fight against
all other forms of cancer.