<p> <p>The Fireflies Tour was established in 2001 to cycle 1,000 km, 18 mountains in just 8 days from Lake Evian across the Alps to Cannes, arriving during the Cannes Lions Advertising Festival.</p> <p>Inspired by the courage it takes to fight Cancer the riders annually tackle the most gruelling climbs of Le Tour de France. Their motto is simple: &lsquo;for those who suffer we ride&rsquo;. The Fireflies are committed to raising money for Leuka, a charity formed to support Research &amp; Treatment of Leukaemia renowned as a world leader in the treatment of cancers of the blood.</p> <p>Each year new amateur cyclists from the ranks of the advertising and film world have taken up the challenge. Thanks to industry Sponsors, to date from 2001-09, the Fireflies have raised an incredible &pound;800,000 in aid of Leuka. 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.</p> </p>