The SERUN Foundation, founded by media professional and activist O’Neil Hesson, is committed to revitalizing and empowering marginalized communities in urban settings through environmental action and civic engagement. Originally inspired by Hesson’s increasing involvement in politics during the 2020 election cycle, the foundation grew from a desire to address issues that directly impact communities of color, especially within Dallas’ District 7.
Hesson’s journey from a media background to the foundation’s creation was shaped by his work in radio and podcasts and a 2018 campaign position with Texas politician Beto O’Rourke. But it was his role as campaign manager for Dallas District 7 candidate Calvin Johnson that revealed the low political engagement levels in predominantly Black and Brown neighborhoods. This experience, combined with the desire to address systemic issues, motivated Hesson to create the SERUN Foundation, whose name stands for the Socio-Economic Revitalization of Urban Neighborhoods.
One of the foundation’s flagship initiatives, the Clean the Block Initiative, targets urban environmental challenges in communities often overlooked by city services. “We’re focused on urban environmentalism, meaning we don’t see the fight for a better climate beginning in the rainforests or oceans—it starts here in our cities,” said Hesson. The initiative has tackled areas within South Dallas, Houston’s Fifth Ward, Oak Cliff, and even Buffalo, New York, removing over 65,000 pounds of trash and restoring multiple homes.
The Clean the Block events, which address problems like illegal dumping and neglected public spaces, are sometimes initiated by community outreach and sometimes by SERUN Foundation volunteers scouting for areas in need. “People reach out, saying, ‘There’s illegal dumping on my street,’ or ‘There’s a lot of litter around here,’” Hesson explained, adding that requests often reveal larger issues in city-managed spaces. In Dixon Circle, for instance, Genaro Park has become a site for illegal dumping and flood risks, prompting the foundation to take direct action and engage city departments in revitalizing the area.
SERUN’s community-driven approach extends beyond cleanup events. Through its Get Up to Code program, the foundation assists residents with common code violations, preventing costly fines that disproportionately affect veterans and people with disabilities. “Our goal is to help legacy homeowners maintain their properties and pass down generational wealth,” said Hesson. Volunteers address tasks like tree trimming, lawn maintenance, and bathroom remodeling, reducing the burden on homeowners and fostering neighborhood pride.
The SERUN Foundation’s work demonstrates that urban environmentalism is more than an ecological effort; it’s a form of political advocacy aimed at mobilizing communities for long-term, sustainable change. As Hesson emphasized, “Our work is political in nature. We’re committed to advocating for these communities and addressing the challenges they face.”
In its tenant advocacy work, the SERUN Foundation recently confronted property management issues within communities managed by the Monroe Group, an out-of-state landlord accused of allowing substandard conditions. “The toughest part is organizing residents,” Hesson explained, emphasizing that landlords wield significant financial and political influence. However, public awareness of the neglect has grown, spurred by media coverage and efforts to engage city attorneys and community prosecutors.
“We’re pushing for accountability from the city attorney’s office and are mobilizing local advocates,” said Hesson, citing incidents of sewage and hazardous conditions that plague Monroe Group properties in areas like Oak Cliff. This advocacy work complements SERUN’s community-building efforts, as the foundation also aims to rebuild residents’ pride in their neighborhoods. “Without pride, there’s no incentive for residents to fight for their neighborhood,” Hesson said.
The SERUN Foundation’s collaborative approach has been instrumental in expanding its impact. The foundation partners with about a dozen local nonprofits to amplify its reach. Notable collaborations include the Oak Cliff Veggie Project, which focuses on food distribution and community education, and a coalition of nonprofits working on mutual aid programs.
Recent events reflect SERUN’s holistic approach to community welfare. The foundation recently supported a mental health and education technology event hosted by the nonprofit NRVE, held at Creators Don’t Die in Dallas. They also hosted a vigil for Felita Bailey, a Dallas native killed in Lubbock by Dylan Black, an individual who escaped justice when charges were dropped.
As the foundation grows, Hesson envisions establishing a dedicated headquarters in South Dallas. “We need space, ideally with a courtyard where community members can gather, voice concerns, and speak freely,” he explained. This vision aligns with the foundation’s mission to be a resource and advocate for the community, providing a forum where issues overlooked by local authorities can be brought to light.
Looking forward, the foundation is committed to holding officials accountable for mismanaged funds intended for community revitalization. “We’re mobilizing to reclaim the $5.7 million that District 7 deserves,” Hesson declared, referring to funds that were allocated to Fair Park, but was found unaccounted for in an internal audit and considered misappropriated. With active social media engagement and ongoing efforts to establish a dedicated phone line, the SERUN Foundation invites community members to connect with them on various platforms, including TikTok, Instagram, Facebook, and LinkedIn, as well as via email at contact@SERUN.org.
Through the Clean the Block Initiative, Get Up to Code program, and powerful partnerships, the SERUN Foundation is not only addressing environmental and social injustices but also building a foundation of resilience and pride for Dallas communities.
