DENVER - The Colorado Department of Transportation is targeting men in its latest drunk driving campaign.

The Heat Is On campaign is launching radio, bus and billboard advertising, as well as in-bar advertising such as coasters, posters and a new tool for CDOT, the Interactive Urinal Communicator.

The IUCs feature a 15-second audio message encouraging male bar patrons to not drive and instead look to other alternatives, such as public transit, or Uber.

Males, ages 21-34, have a higher propensity for dying in alcohol-related motor vehicle crashes, according to CDOT.