In an effort to keep food safety on the minds of consumers, USDA and the Ad Council have joined 20th Century FOX to launch a series of PSAs featuring Alvin and the Chipmunks to target children and their families and educate them about good food safety practices.

The PSAs use footage from the upcoming film Alvin & the Chipmunks: The Road Chip to introduce viewers to four steps to food safety: clean, separate, cook and chill.

An estimated 1 in 6 (48 million) Americans get sick from foodborne illness each year, resulting in roughly 128,000 hospitalizations and 3,000 deaths, according to CDC.

The partnership includes TV, radio, out-of-home and web advertising. Parents and children can also find kid-friendly activities that further reinforce the food safety steps by visiting

“Young children are at a higher risk for foodborne illness, and keeping them safe is a top priority for FSIS,” said Deputy Under Secretary for Food Safety Alfred Almanza. “These familiar characters offer USDA a great opportunity to communicate this valuable public health message in a way to get the attention of children and parents.”