NekNomination: DJ refuses to take part by drinking coffee instead

Level-headed DJ Ashley Abernethie has won the support of thousands online - after refusing to take part in ‘NekNominate’ by drinking coffee instead.

Ashley, 25, was one of thousands challenged to sink an alcoholic drink as part of the controversial social media drinking game sweeping the country.

Other reckless participants keen to impress Facebook friends have knocked back beer, hard spirits, urine, dog food and even live goldfish.

But Ashley, a club DJ and music producer, used his NekNominate video to rebuke the peer pressure drinking game and instead finish his mug of coffee.

In a minute-long video he says: 'Cheers for the nomination. To be honest, I've seen it all now on the internet.

'People necking dog food, goldfish, eggs - disgusting amounts of alcohol in a pint glass. I'm not one for not getting involved, but it's now getting a bit out of hand .

'For me to do anything that's going to create lots of likes, I would have to do something that's probably going to hurt me.'

Instead, Ashley finishes his coffee before adding: 'I will neck my coffee and go to work. Cheers.'

Ashley's video has amassed nearly 50,000 likes, 12,000 shares and hundreds of supportive comments since it was posted Sunday. 

One user, James Prowse says: 'Love this the party man himself goes famous for being anti-neknom!! Lmao.'

[Harmless or lethal?: Warnings over 'NekNominate' drinking craze as police probe two deaths]

Paul Day added: 'Fantastic mate. Love the approach. About time someone was sensible! Legend!'

Ashley's intervention comes after police and alcohol awareness charities warned about the 'catastrophic dangers' of NekNominate after it was linked to two deaths in Ireland.

DJ Ross Cummins, 22, was found unconscious at a house in Dublin and 19-year-old Jonny Byrne who was pulled from a river in County Carlow.

Both were said to have taken part in the binge boozing challenge before their deaths, prompting Mr Byrne's shattered father Joe to plead with people to not take part.

Dr Sarah Jarvis, medical adviser to alcohol education charity Drinkaware, said: 'Young people often say they feel peer pressure to drink to fit in, but competitions to drink excessively in a short space of time can be dangerous and this should not come as a surprise.

'Quite apart from the risk of accident or injury as a result of drinking to excess, there is another aspect to these online drinking games which is the 'cyber shame' some young people may experience.

'Drinkaware research shows nearly half of 18 to 24-year-olds admitted 'un-tagging' drunk photos of themselves on Facebook that they didn't want others to see.'

Devon and Cornwall Police urged more Facebook users to follow Ashley's example and refuse to play NekNominate.

A spokesman said: 'Getting involved in such irresponsible activity not only poses obvious health risks but increases the possibility of anti-social behaviour and other criminal behaviour which, ultimately, can have a devastating effect on a young person's life which they may later regret.'