Now in its third year, this bike ride is designed to raise funds for the Norfolk & Norwich Hospital, helping local patients get radiotherapy treatment closer to home in Norfolk. There is an entry fee of £24.50, and you are encouraged to raise more money through sponsorship. Regular cyclists will probably have a bit of trouble attracting sponsors though, as it's only 77 miles. A lot of riders will ride the reverse route the day before (or after, depending on which end they live nearest to!), making 160-odd miles in two days a bit more respectable.
The ride is from Coldham's Common, Pool Way, Cambridge, CB5 8NT to Earlham Park, University Drive, Norwich, NR4 7TJ. Here is my rough interpretation of the route (and I'd be surprised if it's the same as the official route):