FireFlies Antipodes: Have the ride of someone else’s life

The FireFlies Antipodes, the southern hemisphere are of the The FireFlies Tour, is dedicated to raising awareness and fundraising in aid of beating blood cancers and leukaemia. Its cyclists ride with the motto, For Those Who Suffer, We Ride, and you can join the ride if you’re up for a challenge that does good.

It covers 1000km+ over seven days around Tasmania, from February 19 to 26, 2017. And it’s grueling.

Wilf Sweetland, who brought the FireFlies downunder, noted, “The ride is both physically and emotionally punishing. You’ve got to want to do it, have the strength to do it and you’ve got to have the heart to do it. The courage it takes to face blood cancer is unthinkable, and I can say from experience, there’s no greater motivator when you’re climbing those peaks. The support, community and friendships we’ve now grown around this event are extraordinary too.

“We are honoured to once again be raising money for The Snowdome Foundation. They’re unlocking new treatments into early phase human clinical trials of next generation drugs and therapies and making hope real for the 11,500 Australians diagnosed every year with Blood Cancers.”

The tour aims to raise AUD$50,000 for The Snowdome Foundation. and its own fight against blood cancers. The Snowdome Foundation was co-founded by ECD, Grant Rutherford, in 2010 following the loss of his daughter Chloe to leukaemia.

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 FireFlies cycle 1,000km+ across the French Alps from Lake Geneva to the Cannes Lions Festival.

RSA Films is the premier sponsor of the tour and it has always been supported by its generous patrons – film directors, Sir Ridley Scott and the late Tony Scott.

Wilf Sweetland, managing partner of The Sweet Shop, completed the FirFlies Tour in 2013. He then brought the tour to Australia and New Zealand. Riders completed the inaugural FireFlies Antipodes tour from Christchurch to Queenstown in February 2015.

Thanks to international media sponsors, The FireFlies have to date raised in excess of AUD$3 million to benefit the Hammersmith Hospital London, a world leader in research and treatment of leukaemia and other blood cancers. In 2007, FireFlies WEST was created, riding annually from San Francisco to Los Angeles raising money for the City of Hope Hospital in Southern California.