As families prepare for the new school year, South Dakota health groups are encouraging parents to talk with healthcare providers about vaccines.

As part of National Immunization Awareness Month, the nonprofit Immunize South Dakota and the state's American Academy of Pediatrics chapter have launched a campaign called "Let's Just Talk About It."

Dani Gullickson, executive director of the group, said it is about starting conversations and building relationships between parents, patients and caregivers and their healthcare team.

"This campaign is really there to help connect families with their trusted medical professionals who can answer questions based on the child's individual health needs and evidence-based information," Gullickson explained.

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Immunization rates in South Dakota have declined in recent years. The state's health department reported the measles vaccination rate was just under 90% last year, a 5% decline since 2020.

Measles cases are increasing, with 11 cases so far this year. South Dakota had 16 cases for all of last year. South Dakota reflects what is happening nationally, with the Centers for Disease Control and Prevention reporting nearly 2,500 measles cases so far this year, more than the nearly 2,300 cases reported for all of 2025.

Gullickson noted healthcare providers have shared conversations about vaccinations have become more challenging in the past few years, acknowledging many parents have more questions now and are confronted with information from friends, social media and the internet which may not be accurate.

"We just want families to know it's OK to have those questions in their heads and in their hearts and that the best place to get information and to get their answers are from their healthcare team," Gullickson urged.

Gullickson recommended the websites VaccinateYourFamily.org and VoicesForVaccines.org for more information and additional resources.