The 'Seeing is Believing' story...
A fortnight of activities between Liverpool FC and Standard Chartered that began on Tuesday to raise awareness of the 'Seeing is Believing' initiative is the latest chapter in an ongoing partnership to help transform lives across the world.
The Reds' main sponsor has driven and supported the global campaign, which aims to tackle avoidable blindness by providing simple treatments and affordable surgeries, for more than a decade and continues to do so.
There are 39 million blind people worldwide, yet in eight out of 10 cases blindness can be avoided, and 90 per cent of avoidable blindness occurs in the developing world and affects many communities where the organisation operates.
To date, the 'Seeing is Believing' initiative has raised more than $75million as it aims to reach a target of $100million by 2020, with Standard Chartered matching every single donation until the milestone is achieved.
This is the fourth successive year in which Liverpool have joined forces with the bank to back the cause, and each time the team has swapped the logo on their shirt to 'Seeing is Believing' for one 'Perfect Match' at Anfield.
In 2012 the switch happened for a clash with Chelsea, a year later the opponents were West Bromwich Albion, last season it was against Tottenham Hotspur, and the emblem will be worn for the visit of the Londoners again on Tuesday February 10.
The generosity of Kopites in previous years in supporting the initiative, and bidding in auction for signed jerseys from the aforementioned matches, has seen Reds fans raise $340,000 for 'Seeing is Believing' so far.
Liverpool captain Steven Gerrard has been a consistent and vociferous backer of the campaign, while the club's first-team stars have lent their talents to the important worldwide cause in a variety of unusual ways in the past.
Many of these seasoned professionals have learned new skills and understanding by donning blindfolds in unique clinics at Melwood and attempting to pass or control a ball, plus take a penalty, such as this recent visit by Merseyside Blind FC.
Jordan Henderson and Lucas Leiva tackled former players Robbie Fowler and Steve McManaman, as well as celebrities John Bishop and Andy Brown, in a series of 'Perfect Match' challenges last time around, such as 'Mr and Mr' and a keepy-up test.
Bishop and Fowler's efforts to score from 12 yards without vision in front of the Kop were a particular highlight of 2013, while the latter was commissioned to turn interviewer in quizzing Daniel Sturridge for 'Seeing is Believing' a year ago.
These commitments to the initiative have contributed to a total of 98 projects across 28 countries, making a genuine difference to the lives of those in need, and that support will merely strengthen this month.
For more information on the 'Seeing is Believing' initiative and to make a donation now, click here to visit the campaign's official website.