The Drinkaware charity has launched a new responsible drinking campaign in the UK, targeted at consumers who miss key events in their lives because of alcohol.

Almost of a quarter of consumers questioned in an ICM poll for Drinkaware said that they drink most during the summer, mainly due to the number of festivals and sporting events.

Nearly half of those questioned, meanwhile, said that they had missed a crucial moment because drinking alcohol had caused them to be in the toilet.

Drinkaware published the poll to coincide with this week's launch of its "Drink Less, Miss Less" summer campaign.

The body, which comprises both industry and independent board members, has recruited England cricketer James Anderson to help spearhead its campaign. England today (8 July) began the five test Ashes series against Australia.

A film with Anderson can be viewed at www.drinkaware.co.uk/missless.

"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," said Drinkaware CEO Chris Sorek.