More than four months into the novel coronavirus pandemic, Governor Kim Reynolds and the Iowa Department of Public Health are finally acknowledging that slowing the spread of COVID-19 will require many more Iowans to routinely cover their faces in public.

Their “#StepUpMaskUpIA” campaign might have been more successful if state officials had pushed the message before reopening businesses and lifting other COVID-19 mitigation strategies in May and June. Instead, top officials waited until new coronavirus cases, hospitalizations, and deaths had been trending upward in Iowa for weeks.

Public health experts at the University of Iowa urged state leaders months ago to call for universal use of face coverings. But at her televised news conferences, Reynolds repeatedly asserted that expanded testing would allow the state to “manage” and “control” the virus. At the same events, the governor regularly portrayed face masks as something vulnerable Iowans might need, or a precaution people could bring with them in case they found themselves in a crowded setting.

As recently as last week, Reynolds was photographed in close proximity to others, with no one’s face covered. Even now, she refuses to delegate authority so local governments can issue enforceable mask orders.