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.

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: ‘for those who suffer we ride’. The Fireflies are committed to raising money for Leuka, a charity formed to support Research & Treatment of Leukaemia renowned as a world leader in the treatment of cancers of the blood.

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 £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.