AN application to use the traditional Jolly Fisherman image to promote a new health initiative in Skegness has been given the cold shoulder by councillors.
Nathan Hague from Brisbane, Australia gave a presentation at last week's full Town Council meeting about a scheme he was hoping to set up in memory of his late mother who lived in Skegness and died of cancer in May.
The health and fitness initiative would work with local GPs to try to combat problems such as high blood pressure and diabetes and Mr Hague wanted Jolly to front the campaign by developing his image into a toned and muscular figure.
Mr Hague said: "We still retain the fun-ness of the image but Jolly is starting to look a little bit more buff.
"This is a viral thing the world will see.
"Cancer is high, diabetes is high, all these preventable diseases are high so why not do this."
Mr Hague's presentation was met with almost unanimous disagreement from councillors who didn't want to see Jolly's traditional image made into a gimmick.
Councillor Steve Kirk said: "I can appreciate exactly what the gentleman is trying to do but we have this iconic figure which has stood this town well and I don't think any of those images improve on what we have got."
Cllr Phil Kemp added: "The reality is this Town Council is the custodian of this image. He doesn't look bad for an old fella and I think he looks pretty good the way he is."
The decision on whether to grant permission for Jolly's use will be made by town clerk Steve Larner under delegated powers, having listened to members comments.