Action Medical Research teams up with Eroica Britannia | Action Medical Research

Action Medical Research teams up with Eroica Britannia

6 November 2015

Children’s charity Action Medical Research has joined forces with Eroica Britannia, which combines a stunning ride on vintage bikes with a three-day festival celebrating the best of Great British.

Action Medical Research has been revealed as the official charity partner for the 2016 event, set in the beauty of the Peak District, which attracted 50,000 visitors to the three glorious fun-filled days last year.

On Sunday, 19 June 2016, you can support Action and ride what has been dubbed ‘The World’s Most Handsome Bike Ride’. To be a part of the thrilling three-route tour of the Peak District you will need to be riding a pre-1987 bike and be prepared to make your outfit as handsome as your well-polished cycle.

Experience a true Great British Adventure and explore some of the UK’s most beautiful countryside on the magnificent ride out, which is just one exciting element of the Eroica Britannia festival which runs from Friday, 17 June, to Sunday, 19 June. In 2016, there will be more than 300 brilliant brands at the festival including vintage sales, lifestyle finds and the world's biggest Bike Jumble.

Nick Cotton from Eroica Britannia says: “We are delighted to be working alongside Action Medical Research, who we see as a perfect fit as our charity partner. We are proud to support the crucial work they do in the lead-up and during the Festival. The Ride and the wonderful spectacle the Festival brings to the UK means Eroica Britannia is an excellent platform to drum up support and awareness.

“We have expanded ideas that we have been working on for many months to ensure that even if you have never ridden a bicycle in your life, the Festival will be an inspirational, fun-packed weekend full of top quality festival activities and entertainment carefully curated to be a Great British Adventure for all the family.”

Action Medical Research’s association with Eroica Britannia highlights its passion for all things cycling; the children’s charity is known for its cycling events, including the RIDE100 series of one-day bike rides that take place in fantastic cycling locations across the UK and its popular London to Paris tour.

“The heroic efforts of the thousands who cycle for Action contribute more than £1 million every year to our vital work and pedal power is making a real difference to all that we do,” says David Graham, Action Medical Research’s Head of Community and Events Fundraising.

“We look forward to meeting festivalgoers and vintage cyclists and invite them all to join the fight for little lives and support Action Medical Research by adding a small donation as they purchase festival tickets or sign up to the ride.”

The charity is also on the hunt for volunteers – if you want to be a real Action hero and volunteer for the three-day festival and on Sunday’s vintage ride, you’ll need to be prepared to have lots of fun, to work hard and to sleep in a tent. Take Action now and help us save and change the lives of sick and disabled babies and children - email for more information.

With the help of its supporters, Action Medical Research has played a significant role in many medical breakthroughs for more than 60 years, from the development of the first UK polio vaccines to the use of ultrasound in pregnancy. It is currently funding research into meningitis, Down syndrome, epilepsy and premature birth, as well as some rare and distressing conditions that severely affect children.

For more details on Action Medical Research and Eroica Britannia, please visit

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For high-res images of Eroica Britannia, please click on the links below:


For more information on Action Medical Research, please contact Ellie Evans, Fundraising Communications Officer, on:

T: 01403 327480



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Action Medical Research is a leading UK-wide charity working to save and change children’s lives through medical research. We believe that the diseases that devastate the lives of so many of our children can be beaten. We have been funding medical breakthroughs since we began in 1952 like the first polio vaccines in the UK, ultrasound in pregnancy and the rubella vaccine – helping to save thousands of children’s lives and change many more.

Just one breakthrough, however small, can mean the world. Charity reg. nos 208701 and SC039284.

‘The Most Handsome Festival in the World' Eroica Britannia 17-19th June 2016

‘The Most Handsome Festival in the World' Eroica Britannia (17-19 June 2016, Bakewell UK) returns for a third year to the Peak District National Park.
A Great British Adventure harking back to the glory days of cycling and fashion - nicknamed #Handsome by over 50,000 festivalgoers and 200 vendors in its second year (2015).  Eroica Britannia is a family festival spanning three days and three nights celebrating the Best of Great British.

A family-orientated festival dedicated to vintage style, fashion and flamboyant dressing up which is deeply focused on aesthetic pleasure, style and design, Eroica Britannia's very being exists to bring Handsome back into British Summertime life with the romance of heritage, sustainability, environment and lifestyle at its heart.

A cracking line up of three days and three nights of live music, entertainment and masses of shopping at The British Bazaar. The Purchasable Exhibition of Treasures, known as PET, features acres of premium vintage. GRAZE, the specialist Food Festival, is a festival within a festival featuring award-winning food vendors, running alongside Vim and Vigour, a dedicated family zone.

The pinnacle of the festival is on the third day when the spectacular spectacle of Eroica Britannia's famously beautiful yet tough bike ride – known as 'The World's Most Handsome Bike Ride' - leaves the festival grounds during the early hours on Sunday 19 June. Ridden by 4,000-plus adventurers in glorious vintage fashions on pre-1987 heroic road racing bikes. Riders take on the challenge of 30, 55 and 100 miles of hard riding that are completed on white roads and gravel tracks of the Peak District within one day.

Inspired by the original Italian ride L'Eroica, whose meaning translates as 'the heroes', Eroica Britannia is famed for its gruelling ride. The 'grand tour' covers uncharted landscape and wild vistas of The Peak District, including the private lands of the Chatsworth Estate. The ride will call at six famous and lesser known villages of the Peak who host their own mini festivals, surprising and delighting riders with feast stops brimming with local food and drink.

A great value UK family festival (based on £10 Early Bird (until 04/01/16) price for a 3 day festival pass, kids under 12 go free). Advance purchase only via

Eroica Britannia is located on The Bakewell Showground, Bakewell, Derbyshire, DE45 1AQ on the 17-19 June 2016
For press places on the ride and at the festival please contact 07812 123 972

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