A $11-million multilingual ad campaign is part of a new federal/state effort to reduce the number of U.S. drunk-driving fatalities, the Washington Post reported Aug. 17.

After years of declines, drunk-driving related deaths have leveled off recently; last year, 16,886 people died in alcohol-related crashes. The ads, dubbed, "Drunk Driving. Over the Limit. Under Arrest," will be broadcast in English and Spanish and target male drivers ages 21-34.

"Our message is simple and strong," said acting U.S. Transportation Secretary Maria Cino. "If you're caught driving impaired, you'll be arrested. This is a serious business. It's a life-and-death business."

The ads, which portray young men being pulled over for drunk driving, will be run in conjunction with stepped-up law enforcement nationwide, including more police patrols and sobriety checkpoints.