Fireflies set off on seventh annual charity bike ride

The aim is to raise money for Leuka, a charity based at Hammersmith Hospital, which researches into leukaemia and cancer.

All the cyclists come from the advertising and film industries.

The 1000km ride goes over the mountainous peaks between Geneva and Cannes, arriving there in time for the Cannes Lions International Advertising Festival.

Seventy cyclists (20 of whom are ‘guests’ and so do only the last couple of days) complete the ride.

The ride was conceived and is still funded by filmmaker Ridley Scott.

The Fireflies’ name was born during the first ride, after a procession of glowing fireflies led the riders down a steep mountain in the dark. The team’s slogan is ‘For those who suffer we ride’.

www.thefirefliesride.com