The journey is to benefit Seeing is Believing, a charity which tackles avoidable blindness.

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Phase one of The Coldest Journey expedition - which aims to raise millions of pounds in donations for the Seeing is Believing charity to tackle avoidable blindness - begins later when the icebreaker SA Agulhas sets off from the River Thames.

BBC: Sir Ranulph Fiennes' 'coldest journey' begins

In fact the findings of the Econsultancy survey fly in the face of those I wrote about in When It Comes To Content Marketing, Seeing Is Believing where I made reference to another survey which revealed 95 percent of marketers believe visual content is very important for online marketing.

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But despite the hype, seeing really is believing when it comes to Switzerland's Alpine heartland, a region perfectly explored on a long summer weekend.

BBC: Search the

In 2003, the year of its 150th anniversary, the bank established Seeing is Believing, a program that raises money to combat preventable blindness around the world.

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The Seeing Is Believing West Africa project is mapping local areas to provide more in depth information to farmers via their phones.

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