Fireflies West 2010 Kicks Off

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Fireflies West, the U.S. companion to the European industry cycling ride to benefit leukemia research, will kick off its third event this Friday from the offices of Goodby, Silverstein & Partners in San Francisco. Riders include Fireflies founding member and director Jake Scott of RSA, first-timer Mick Ebeling of The Ebeling Group, whose father lost his fight against leukemia/lymphoma five years ago, veteran rider Bryan Farhy, EP at Believe Media, whose mom lost a battle with leukemia last July, Goodby's Rich Silverstein, Arcade's Damian Stevens, Deutsch EVP/GCD Jason Elm and many others.

With the support of RSA and the Mill, the original European Fireflies ride based has raised nearly 2 million dollars to benefit the Leuka Charity, which supports London's Hammersmith Hospital, a leading Leukemia treatment and research facility. As a U.S.-based ride, Fireflies West offers its support to The City of Hope hospital in Southern California, a sister hospital to Hammersmith.

The red jerseys will travel down the California coastline for six days from September 24-29 over 550 miles from San Francisco to Los Angeles. Those in S.F. can show their support for the riders when they depart from Goodby on Friday at 9 am from the parking lot on the uphill side of the 720 California building. On Wednesday the 29th, Angelenos can cheer the cyclists at the arrival party at Euclid and Olympic in Santa Monica from 5:30 to 9 pm. Everyone can also lend a hand through donations to the City of Hope.

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