Fireflies 2012 'For Those Who Suffer We Ride' by Chris Cairns

Tomorrow morning, June 12th 2012, the intrepid riders of the Fireflies embark on their mission to scale no less than 18 Alpine peaks in eight days, travelling over 1000 km from Lake Geneva to Cannes.

Comprised of some of the bravest, committed and possibly insane members of the production and advertising community, the Fireflies are once again undertaking this mind-boggling feat of endurance in order to raise money for the leukaemia charity Leuka - formed to support research & treatment of leukaemia at the Hammersmith Hospital, London, which is renowned as a world leader in treatment of Cancers of the Blood.

The Fireflies are inspired to undertake their annual challenge by the bravery of cancer sufferers everywhere. That's why they tackle the most gruelling climbs that the Tour de France has to offer. That's why their motto is For Those Who Suffer We Ride. And of course, they're all a bit bonkers about cycling.

You should, of course, give generously to the good cause supported by the Fireflies. You can sponsor Phil Tidy here. And find out more about the Fireflies here. Support the Fireflies!