Ready to go: Dunc tests the water before going in

Brave Duncan Barkes showed no fear for freezing water by going for a dip in the River Mersey.

Dunc wasn't afraid to strip off and take the plunge in New Brighton.

It was part of a campaign to show how clean the River Mersey is compared to years gone by.

Audio: Hear Duncan diving into the Mersey

Gallery: See more pictures here

Charge: Duncan makes a run for it into the Mersey

Duncan was joined by New Brighton Councillor, Sue Taylor, and many listeners who came to the beach to show their support.

Dunc was inspired by a story he heard from Dave Sandman, an engineer with United Utilities and a member of Liverpool Swimming Club.

Dave regularly swims in the Mersey and was keen to highlight how the river has been cleaned up since Untied Utilities opened its wastewater treatment works at Sandown Dock in 1989.

Success: Duncan and Producer Mick (right) brave the cold water

Dunc said: "The River Mersey is world famous though there still the perception that you'd be foolish to risk your health by taking a swim in it. We were talking about this on air and thought we should practice what we preach".

Dave Sandman, Untied Utilities, said: "The Mersey is safer than ever before to swim in, but folk must remember it's a river with strong currents. Taking a dip off New Brighton beach would be my suggestion so you do not find yourself in the path of an oncoming tanker!"

Team Mersey: Duncan and Producer Mick with some of the people who joined them in the Mersey

The date of Duncan's Mersey dip has swimming significance too. It was on this day in 1875 Captain Matthew Webb of Shropshire became the first man in history to swim the English Channel to France.