Blood cancer is the fifth most common cancer in the UK. There are more than 240,000 people living with blood cancer in the UK and 38,000 people are diagnosed with blood cancer each year.

The Bloodwise London to Paris event is now into it's 6th year and is one of their flagship events. It's a cycle ride like no other; it unites the blood cancer community and takes them on a journey of self-discovery. The video was created by multimedia specialists - Cyclevox and follows in a series of parody videos that are now a regular feature for this event. The aim is to inspire and engage but to also reward and recognise the achievements of the 200 riders, many of whom are blood cancer patients themselves. George Ezra's 'Paradise' was chosen because of it's positive and uplifting lyrics and one that the riders can relate to. George himself also gave approval for the use of the song.