The Fireflies annually traverse 1000+km across the Alps from Lake Geneva to Cannes, cycling over 18 mountains in just 8 days and arrive during the Cannes Lions Advertising Festival.
The Fireflies Tour was established in 2001 by Sandy Watson Scott (then Head of TV, M&C Saatchi) in recognition of relatives and friends’ battles with Cancer. The five cofounders are Jake Scott, Adrian Moat, Nick Livesey (Directors at RSA Films), Tim Page (Head of TV at Y&R) and Chris Haworth (Sports Photo Journalist). RSA Films is the premier sponsor of the Tour which from the outset has been generously supported by Film Directors Sir Ridley Scott & Tony Scott.
The Fireflies are committed to raising money for the Hammersmith Hospital, London, renowned as a world leader in treatment of Leukaemia and cancers of the Blood. Inspired by the courage it takes to fight Cancer the riders annually tackle the most gruelling climbs of the Tour de France; their motto is FOR THOSE WHO SUFFER WE RIDE.
Each year amateur cyclists from the ranks of the advertising and film world have taken up the challenge. Thanks to international media industry sponsors, to date the Fireflies have raised an incredible £1.5 million. 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.
This year we will ride in memory of Professor John M. Goldman, 1938-2013, a world-renowned pioneer in CML, a genius and a gentleman who is greatly missed.