A public-spirited businessman has taken inspiration from Facebook to change the way people are reacting to the social media trend known as NekNomination.

The idea behind the craze is that if you receive a nomination, you have 24 hours to down a drink on camera before nominating two more people.  The controversial drinking game is already said to have claimed the lives of two young Irish men.

Steve Kay, of Penley near Wrexham, was NekNominated earlier this week.

Father-of-two Steve, 34, said: “I received my nomination on the day that there was bad news surrounding the challenge, so I decided that it wouldn’t be a good idea to do it.

“Instead, I saw something on Facebook about a South African man who was using his NekNomination to go out and buy some food for homeless people and was challenging his friends to do the same.”

Steve works with his wife Sarah, 32 in the family business Sarah’s Embroidery and Screen Print.

He said: “I had a word with Sarah and we decided to grab a fleece and a coat off the shelf, pack a bag with food and head into Chester to give it to a homeless person on the street.”

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Steve got one of his colleagues to video him giving the goodie bag to a man sitting on the pavement outside Primark in Foregate Street and he has shared his good deed on Facebook.

“People told us that the man’s name is Luke and we have already been contacted by family he has in the area, thanking us for what we had done.

“I am no big campaigner but I just thought it was all getting out of hand - people were being stupid and causing a disturbance to other people, innocent bystanders.

“So, I have passed on the NekNomation to two of my friends and asked them to do a good deed instead of drinking.”