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Fireflies West Ride Shines Light on Cancer Research & Treatment

Our industry is often focused on producing entertaining media to help sell products, so when I heard about members of our community coming together for the Fireflies West fundraising cycling ride for cancer I was moved – no persuasion needed – to write about this amazing endeavor.

Our industry is often focused on producing entertaining media to help sell products, so when I heard about members of our community coming together for a fundraising cycling ride for cancer I was moved – no persuasion needed – to write about this amazing endeavor.

Starting with a kick-off event at advertising agency Goodby, Silverstein & Partners on September 24th, a group of directors, production, visual effects, animation and advertising artists and executives will set off on their bicycles for a six-day, 550 mile ride down the spectacular coastline from San Francisco to Los Angeles. A sister-ride to the annual 650 mile event in the French Alps, Fireflies West 2010 includes riders from Ridley Scott and Associates (the original founders and supporter of the ride), Believe Media, the Mill, Zoic Studios, Humble, Union Editorial, Deutsch and Goodby, Silverstein & Partners to name a few. This year's proceeds will go to the Comprehensive Cancer Center at City of Hope Hospital, one of the top centers in the nation.

In speaking with Erik Press, Zoic Studios EP and one of the organizing riders, he described a personal dedication to philanthropy combined with a passion for cycling, as being the impetus for his involvement. Once involved, he discovered a bond with his fellow riders that transcended industry competition.

“More amazing than traveling 550 miles on two wheels is the community that is built for a common mission,” says Press. “It is the collective act that above all else builds momentum and has impact. Everyone who has ever ridden, organized or has known someone involved has been changed by Fireflies. And more importantly, there are friends, family and even strangers who feel the result of this communities efforts and I am proud and thankful to part of it.

Ben Hampshire, MD of The Mill LA adds: “'The West Coast ad community has really pulled together for this incredible charity event, investing a lot of time and money.  We're so appreciative of their support, and are expecting a large industry turn-out for the arrival party.”

Now here’s where I engage you…..In an effort to bring the experience to its fans and supporters, people will be able to track the ride's progress via the GPS enabled website (www.fireflieswest.com).  The site will also provide photo and video blogs to highlight the riders' experiences en route, where sheer determination is driven by a combination of cycling enthusiasm and a fierce dedication to the cause….and the fun and revelry that happens along the way.

Contributions can be made online now www.cityofhope.org/fireflieswest. The goal is to exceed last year's $50,000. You can also become a fan here: http://www.facebook.com/group.php?gid=115876722539&ref=ts

A closing event will be held in Los Angeles on September 29th at Euclid Street at Olympic from 5:30 – 8 PM. If you are in town, you can find me and many other supporters at the event, possibly even riding a bike for the last mile of the ride in solidarity with those who put sweat equity towards a great cause. It might not be pretty persuasion but it is our industry putting its best foot forward. 

Fireflies West Party

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