Mr Pugh, who currently works in London, has taken up the Thames challenge to draw attention to a campaign by environment organisation WWF (formerly World Wildlife Fund) to stop climate change.

BBC: NEWS | UK | England | Swimmer planning Thames challenge

The challenge was taken up by David Herbick, a designer whose rsum includes stints at Newsweek and Business Week and the art director's job at PC Magazine and Civilization.

FORBES: Sidelines

That's the challenge which was taken up by two of our guests - who belong to Theatre company Platform2 - the members of which have been to Peru, Ghana, South Africa and India - and experienced what life is like for people whose lives are blighted by poverty.

BBC: Lancashire - Humanism, Buddhism and St Th��r��se

It has taken a few very rich men with a vision of opening up space more widely to challenge the status quo.

ECONOMIST: SpaceShipOne