On October 9th a group of directors, production company staffers and agency executives will set off on their bikes for a six-day cycling trip from San Francisco to Los Angeles in the inaugural “Fireflies West” ride. Participants include riders from RSA (the original founders and supporter of the ride), The Mill L.A., Restless Films, Zoic Studios and advertising agency 180, to name a few. In total 25 riders will cycle down the coast of California in hopes of raising awareness with the goal of raising funds for a Leukemia charity.

Fireflies West is a sister-ride to the annual 1000 KM event held every year in the French Alps, which culminates with the Fireflies riding triumphantly down the Croissette in Cannes during the International Advertising Festival in June.

Director Jake Scott, founder of the Fireflies ride, recalls: “In June 2001, five guys got together to ride across the French Alps for The Catherine Lewis Centre at Hammersmith Hospital in London. We did well, and we were asked if we would do it again the following year. The last night of the second year’s ride we had to descend the final mountain in the dark. The moon was hidden, and none of us had lights. As we entered the forest it became virtually impossible to see. And then suddenly thousands upon thousands of fireflies appeared, hovering above the road, as if to guide us through the darkness. It was the most magical thing you’ve ever seen. As we came upon the first town light they vanished and we were safe. What’s incredible is the gene that allows fireflies to glow is helping researchers track the effectiveness of anti-cancer drugs—much like it helped us descend the mountain.”

“For those who suffer we ride,” is the motto of the event and is based on the dedication to the belief that the riders can fight cancer and save lives.

Donations for the event can be made at the Fireflies site. To sponsor a specific rider, visit www.justgiving.com. For more information, contact Bryan Farhy, Executive Producer at Restless Films, at bryan@restlessfilms.tv.