The U.S. Department of Agriculture (USDA) has led or participated in several foodborne illness prevention public education programs which have achieved important progress in improving awareness of food safety practices. In an effort to give consumers the knowledge and tools they need to adopt and maintain good food safety behaviors, the USDA Food Safety Education Service (FSES) contracted with Macro International to develop a social marketing campaign that would communicate safe food handling messages to the public. Macro International and its partner APCO Worldwide developed a national campaign and Partners’ Toolkit to guide key stakeholders in using these new materials to invigorate food safety messages and move audiences to action. The Be Food Safe campaign includes a complementary media mix of advertising for print and radio.