Somewhere in the Italian Alps are the Fireflies

fireflies.jpgThe Fireflies Tour 2012 is officially underway and 50 riders are currently battling extreme weather conditions, gruelling climbs and lethal downhills to raise money for Leuka.

The 12th FireFlies Tour kicked off from a new starting point of Lake Garda, Italy on June 12th and will conclude in Cannes for the Cannes Lions International Festival of Creativity on June 20th, at the Palais des Festivals.  During those 8 days, the riders will cross 19 mountains, cover 1168km (726 miles) and will climb 20,554m (68,000ft).

The FireFlies have launched a new web site for this year's ride, including an interactive feature where people can follow a specific rider, see where they are at any precise moment and see their average speed, their ETA, their total climb, and more. The Fireflies are committed to raising money for Leuka. 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.
The 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.
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 (from 2001-11), the Fireflies have raised an incredible £1.2 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.

You can follow their progress at:
www.thefirefliestour.com
on twitter: @firefliestour #firefliestour
on Facebook: http://www.facebook.com/TheFirefliesTour

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