This morning a six-day, 550-mile bike ride begins along the coast of California. All proceeds generated by the 7th annual Fireflies West ad industry bike ride go directly to cancer research at the City of Hope hospital in the Southern California town of Duarte.
The riders depart San Francisco with a send-off breakfast at Goodby Silverstein & Partners and arrive in Los Angeles on September 24.
Fireflies West is a companion event (founded by Bryan Farhy and co-founder Ben Hampshire) to the original Fireflies ride of Europe (www.thefirefliestour.com) which began in 2001. In that ride, a group of advertising professionals cycle each year from Geneva to Cannes over the French Alps. Generously supported by RSA and The Mill, the Fireflies ride has raised close to $2 million to benefit the Leuka Charity which raises funds for Hammersmith Hospital, a world renowned Leukemia treatment and research facility in London.
City of Hope too is recognized worldwide for its compassionate patient care, innovative science and research, which rapidly turns laboratory breakthroughs into promising new therapies. This marks the fourth year that the Fireflies West ride has supported City of Hope.
Follow the riders and donate at www.fireflieswest.com.