That is the code and purpose of the Fireflies.
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With the tony Carlton Hotel, not very far away, the the riders meet their destination.

One of the major events that has grown in the spotlight of the Cannes Lions Advertising Festival is the ride of the Fireflies.[photopress:leuka7.jpg,full,centered]
This group of stamina rich participants rides bicycles 1000km from Lake Geneva to Cannes.
[photopress:leuka_5.jpg,full,centered] For the past 7 years an ever-changing group of directors producers and other ad industry professionals have made this grueling trek to raise awareness and donations for the Leuka Foundation. .

The charity Leuka 2000 was founded in 1982 by Lester Cazin, a leukemia patient, in order to facilitate raising money to support clinical activity and research into the causes and treatment of leukemia specifically at the Hammersmith Hospital in London.

The rewards gained from this research benefit everyone. It is believed that Leukemia is the model of all cancers. Achieving a greater understanding of this disease will help in the fight against all forms of cancer.

Hammersmith Hospital has been at the forefront of leukemia treatment for the past thirty years. It has established an international reputation for its levels of excellence and research. The original unit, founded in 1969 was the first centre dedicated to the treatment of leukemia in adults and also the first to offer bone marrow transplants. The hospital carries out more transplants for chronic myeloid leukemia than any other centre in the country.
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Now I know that this is not a photographic event. The connection to the Cannes Lions ad fest is by calendar and professions of the majority of riders.

But you should know about it. And perhaps donate.
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As I write up the Cannes Lions recap, this story just begins a balance of the rest of the events.
More this week.

Cheers!
Damon Webster