But it's a race against time as Marie Poni has to collect the £2000 needed so he can begin treatment as soon as possible for the best results.

Little Jesse, who is six months old, has severe Brachycephaly - a form of Plagiocephaly which is also known as Flat Head Syndrome.

Mother-of-four Marie wants him to undergo the unusual treatment which involves wearing a "helmet" for 23 hours a day for several months to correct the head shape.

Said Marie: "I am trying to raise funds for him to have this expensive band/helmet treatment at a clinic in Kingston, Surrey. Unfortunately, treatment is rarely granted on the NHS because they say it is cosmetic."

Marie also wants to raise awareness that early remedial help can make all the difference.

"Midwives, GPs and health visitors don't provide enough information about this condition," she said.

"Jesse's head is severely flattened at the back and prominent at the forehead. I asked a health visitor about it and what I could do, but she only said 'it would round out in time'.

"The thing is if it doesn't then the baby has missed the chance of band/helmet treatment for cranial remoulding as the sutures and soft spot are then fused and it is too late.

"Why should children suffer the bullying, ridicule and psychological trauma it could cause later on?"

A technique involving repositioning babies' heads as they sleep was
also another form of treatment, especially in the early stages, she said.

Jesse's older brother Oliver, 10, will launch the fundraising by doing a sponsored swim tomorrow which will be followed on Sunday afternoon by a sponsored pyjama walk from the old Bathing Pool at West St Leonards to the Old Town.

Marie thanked everyone who has offered sponsorship so far. Anyone else wanting to help or interested in finding out more can contact the Poni family on 07876404953.