WOOTTON Bassett Town Council's Sports Development and Community Events Officer Chris Kirkland winced as hair was whisked from his legs in a sponsored stunt for Children in Need on Friday.

Beautician Jane Rust sugared the hair from his legs in the window of Wootton Bassett High Street's Iceland store.

A crowd of onlookers, inside the shop and on the pavement outside, included town clerk Johnathan Bourne, his deputy Wendy Comley, deputy Mayor Peter Roberts, council colleagues and bemused lunchtime shoppers.

Mr Kirkland admitted he had not thought up the idea, which was Ms Comley's brainchild.

"He took some persuading,"she said. But Mr Kirkland, who is well known as a charity fundraiser, sportingly accepted the challenge.

As he settled himself on a treatment couch he said: "I've been warned it might be a bit painful."

Despite a few grimaces, he took any discomfort in his stride. "No gain without pain," he said.

As Jane completed the procedure, leaving his legs silky smooth, she assured Mr Kirkland: "The hair should grow back in 4 - 6 weeks."

Local businessman Alan McGurk, of Neuava Ltd, who had joined onlookers, wrote out a cheque for £150, the largest donation to date.