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 cofounders: Jake Scott, Adrian Moat, Nick Livesey (directors at RSA Films), Tim Page (Head of TV at Y&R) and Chris Haworth (sports photo journalist) set out 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: “FOR THOSE WHO SUFFER WE RIDE”.

The FireFlies are committed to raising money for LEUKA, a charity formed to support research and treatment of leukaemia at the Hammersmith Hospital, London, renowned as a world leader in the treatment of cancers of the blood.

2010 marked the 10th anniversary tour and thanks to international industry sponsors and riders, the FireFlies smashed their £ 1 million decade target in aid of LEUKA. As the FireFlies crossed the Finish Line in Cannes 2011, the total amount raised = £ 1.2 million. Each year new amateur cyclists from the ranks of the advertising and film world have dared to take up the challenge.

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.

If you are interested in the challenge of riding or sponsoring The FireFlies Tour please contact Laine Lindsay Law: