Established in 2001, the annual Fireflies Tour tackles the most gruelling climbs of Le Tour de France; inspired simply by the courage it takes to fight cancer. Their motto is simple: ‘for those who suffer we ride’. Their commitment is resolute: to raise money for Leuka, a charity formed to support the research and treatment of leukaemia, and a renowned world leader in the treatment of cancers of the blood.

Each year new amateur cyclists from the ranks of the advertising and film world take up the challenge to cycle 1000km, across 18 mountains, in just 8 days from the Alps to Cannes, arriving during the Cannes Lions Advertising Festival. And thanks to industry sponsors, The Fireflies have so far raised over an incredible £1.25 million, 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.