LOS ANGELES (CBS) — With temperatures expected to get into the triple digits this week, the Los Angeles Fire Department is ramping up a heat safety campaign to remind parents to never leave a child alone in a hot car.

The “Where’s Baby?” campaign, from the National Highway Traffic Safety Administration, wants parents to guard against the death of a child in a hot car.

“We need your help to make sure that no child dies needlessly by being left alone in a hot vehicle,” the fire department’s statement said.

According to the NHTSA, the temperature inside a car can rise almost 20 degrees within the first 10 minutes. Even an outside temperature of 60 degrees can mean a temperature of 110 degrees inside a car, the agency said.

In California, it is illegal to leave a child six years or younger unattended in a motor vehicle.