As public health officials lead the pandemic response, clear direction-setting in every state and territories is vital to assure our planning and implementation is fair and focused on those most at need. These are not entirely unprecedented times—1918 pandemic flu killed almost 700,000 Americans. Even then, despite increasing understanding of respiratory disease transmission, many leaders—including public health leaders—downplayed the pandemic and refused to take effective steps to limit large gatherings and encourage mask wearing. Changing behavior, or introducing new social norms, was as difficult then as it is now. We have to learn from history if we are to effectively respond to our present reality.