Cycle with FireFlies for the challenge, for the thrill, for your fitness – and (or even, or) to help save the lives of very many people.

The FireFlies Antipodes, whose motto is For Those Who Suffer, We Ride  is calling for entries from the advertising industry for its fourth tour. Taking place March 14 – 21 2026, the tour journeys 900km+ over seven days around Lutruwita / Tasmania – riders dedicating themselves to raising awareness and funds for blood cancer initiatives.

In 2013 Wilf Sweetland, co-managing partner at EXIT FILMS completed The FireFlies Europe ride across the French Alps from Lake Geneva to the Cannes Lions Advertising Festival. Being inspired, he founded The FireFlies Antipodes in the Southern Hemisphere. In the inaugural 2015 tour, riders traversed the South Island of New Zealand. In subsequent tours, riders have tackled Tasmania and New Zealand. So, after a hiatus, The FireFlies Antipodes will once more circumnavigate Lutruwita / Tasmania.

Wilf Sweetland commented, “The rides are a gruelling challenge, but one that pales into comparison with those suffering blood cancers. By completing a ride as a FireFly, you’ll forever become a part of a global community of advertising industry folk all working toward a common goal.”

Grant Rutherford, Snowdome Foundation co-founder, added, ‘It’s been both a privilege and pleasure to have Wilf and the FireFlies support Snowdome. They’ve raised an incredible amount of money, contributed their own blood, sweat and tears to help Australian blood cancer patients live longer, better lives. Having supported the last tour, all I can say is that it was a truly humbling, life-changing experience’.

A limited number of ‘saddles’ are available for both FireFlies and ‘Virgins’ – those who have not ridden with The FireFlies before. The aim is to raise $200,000. To date the FireFlies Tours have raised over $4 million globally.

The FireFlies Tour was established in London in 2001 by advertising executive, Sandy Watson Scott, who was head of TV at M&C Saatchi at the time, in recognition of relatives and friends’ battles with cancer. Each year, The Europe FireFlies cycle 1,000km+ across the French Alps from Lake Geneva to the Cannes Lions Festival. The Snowdome Foundation was co-founded by former ECD, Grant Rutherford, in 2010 following the loss of his daughter, Chloe, to leukaemia.

Discover the FireFlies story & register your interest at firefliesantipodes.com.
For sponsorship opportunities and for more information, email Wilf Sweetland.

About the Snowdome Foundation:

When combined, blood cancers are the third highest cause of cancer death in Australia. Each year more than 19,500 Australian adults and children are newly diagnosed with a blood cancer; myeloma, lymphoma or leukaemia. This number is predicted to more than double by 2035. Unlike other cancers, routine screening, lifestyle changes and public awareness campaigns will not reduce a person’s risk of developing a blood cancer. More research and clinical trials are needed.

Snowdome Foundation is the leading not-for-profit organisation focused exclusively on raising funds to support translational research into blood cancers. It works with visionary donors and inspiring researchers and clinicians to shape the future of blood cancer treatments in Australia and create positive outcomes for patients.

Snowdome has been at the forefront of precision medicine, championing the adoption of genomic testing, the revolution of harnessing a patient’s own immune system through CAR T-cell therapy and funding innovative research and clinical trials. To date, Snowdome has raised over AU$90 million.