The owner of an angling shop who had not had his hair cut for ten years had it shaved off to raise money for the campaign in support of five-year-old Liam Andrew.
Mr Tony Porter, who owns Future Fishing, Farndon, had his hair and beard shaved off as part of a fundraising day at the shop.
It included a raffle with fishing tackle, chocolate, and wine prizes, and a barbecue.
Mr George James, marketing manager, said: “Tony had a bet with his friend that he had to catch a certain fish of a certain weight before he could get his hair cut — and hadn’t had it cut for ten years.
“Now he has admitted defeat and used the head and beard shave to raise money for charity instead.”
The angling shop is hoping to raise around £1,000 towards the #love4littleLiam campaign.
“Liam is a local boy and it’s important that we all as local businesses pull together,” said Mr James.
“Liam has inspired us to do what we can to help.”
Liam, of Beacon Heights, Newark, has a rare and incurable brain tumour called Diffuse Intrinsic Pontine Glioma (DIPG).
An appeal to raise £½m has been launched by his family so money can be available for any treatments that may help him.
Future Fishing will continue fundraising for Liam’s appeal with a fishing match at Portland Waters, Newark, on September 15.
Tickets are £20 with prizes for winning anglers.
People can donate to the Liam campaign at www.justgiving.com/crowdfunding/love4liam