South Dakota earned national praise for its effective rollout of the COVID-19 vaccine.
But its fully vaccinated rate has been stagnating around 50 percent -- an average rate compared to other states.
Half the population was fully vaccinated by early May, before kids began vaccinations. The rate is now 51%, according to Wednesday data from the Department of Health.
That rate does not include shots provided by the Indian Health Service or other federal agencies.
The Department of Health is hoping to increase vaccinations through new ads featuring everyday South Dakotans.
The department held its final COVID-19 press conference on Wednesday but said the pandemic is not over yet.
“We really want to emphasize that we are not all the way through the pandemic,” said Dr. Joshua Clayton, the state epidemiologist. “We do anticipate continuing to increase vaccination among our population so that we can be assured that we will not fear a resurgence of COVID-19 in the state.”
Clayton said South Dakota should still aim for a 70% vaccination rate to achieve herd immunity.
Countering misinformation will help increase that rate, according to Secretary of Health Kim Malsam-Rysdon. She said the DOH has been running ads and working on strategies with local health officials.
Malsam-Rysdon says the department is launching a new campaign featuring everyday South Dakotans who will address specific fears and misinformation.
“You know these are South Dakotans talking to other South Dakotans and we appreciate them all stepping up. Those ads will run on TV and radio and social media,” she said.
The ads will include a South Dakota nurse explaining why she got vaccinated while pregnant and a Sioux Falls doctor addressing the Latino community. Two tribal leaders also recorded messages.
South Dakota State University conducted a survey that found Republicans and Evangelical Christians have high rates of vaccine hesitancy. It also learned that religious leaders – not politicians or health professionals – are the best messengers in encouraging vaccines.
Malsam-Rysdon says the state is working with religious leaders and that it’s important to target geographic areas with low vaccines rates.
The Department of Health does not plan to create billboards encouraging vaccines, according to spokesman Daniel Bucheli. It’s focusing on print, radio and TV ads as well as social media ads through Facebook and Google.
Gov. Kristi Noem recorded public service announcements encouraging South Dakotans to prevent the spread of COVID-19. But she said she has no plans to make vaccination PSAs and that South Dakotans who want the vaccine have gotten it.
Information about the vaccine, where to get vaccinated and how to obtain a free Lyft ride are available on the DOH website.