Who knew that washing the Thanksgiving turkey before cooking it sprays bacteria around the kitchen? That’s just the kind of dangerous knowledge gap the National Water Quality and Health Council was trying to fix when they engaged Sachs Media to create Plate It Safe. Knowing that Americans consume recipes long before they consume dinner, we engaged food influencers to incorporate food safety tips and related video content into their holiday recipes. The campaign leveraged a survey documenting Americans’ food safety attitudes and behaviors to generate national media coverage and heavy social media engagement.