Drinkaware launches summer campaign

Published: 07 July, 2009

Popular English cricketer Jimmy Anderson is one of the faces of the Drinkaware Trust's summer sensible drinking campaign.

Drinkaware has signed up ambassadors to support the campaign, with Anderson the first to star in a video to encourage people to curb their summer drinking.

Being caught short is just one of the hazards of increased drinking in the summer sun, reveals a Drinkaware survey, which is released at the same time as its 'Drink Less, Miss Less' summer campaign.

The research shows that one in four people drink more in the summer, encouraged by sun and outdoor activities, with only 10% drinking more in the winter. One in five (18%) never keep track of their alcohol consumption.

But Drinkaware chief executive, Chris Sorek, said few realise alcohol is a diuretic, meaning nearly one in two drinkers have missed key events by visiting the toilet.

Mr Sorek said: "Many people are unaware that alcohol makes you pee more than water or soft drinks, but there are other, more serious health implications of drinking to excess or too often.

"The Drink Less, Miss Less campaign uses a light-hearted approach to encourage adults to keep track of their drinking and to think about its effects - going to the toilet being only one of them."

The Anderson video, released today, features the cricket star bowling the batsman out leg before wicket, but his big moment is ruined by a missing umpire - caught short after drinking.

The tongue-in-cheek video aims to inform adults that alcohol results in more fluid being passed than taken in.

The film with Anderson is the first in a series featuring celebrities to be released during the coming months.

To view the Jimmy Anderson film, go to www.drinkaware.co.uk/missless.

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