Last weekend, close to 1,000 residents flocked to two middle schools in predominantly black Houston communities, waiting patiently in their cars to receive free COVID-19 testing.
Unlike many other cities nationwide, Houston has had free testing available to the public but “some people, definitely minorities because we are overlooked, just aren’t aware or aren’t taking it seriously,” Tina Knowles-Lawson, a Houston native herself, tells Forbes.
That lack of awareness in the community inspired Knowles-Lawson to create the #IDIDMYPART campaign. Launched in partnership with daughter Beyoncé and her BeyGOOD initiative, the campaign encourages black and brown residents—the demographic that’s dying at a faster rate than any other in the state—to seek free COVID-19 testing. The campaign ran two testing locations on May 8 and 9, 2020, with plans to recruit celebrities in other cities to continue the initiative in the weeks and months to come.
“It’s associated with Beyoncé, in some way, so it’s a cool thing, you know?” says Knowles-Lawson. “And it’s working, because people are still going to testing sites.”
The testing locations kept that cool factor in mind. As volunteer medical professionals from the United Memorial Medical Center administered tests (the hospital is following up with each individual attendee), DJs spun the latest hits from Beyoncé and other artists. And on their way out, attendees were given vouchers to two of Houston’s most popular restaurants: Frenchy’s and Burns Original BBQ. “You didn’t have to get in your head about the test; it wasn’t so sterile,” says Knowles-Lawson. “It was almost like a celebration of getting tested. We wanted to take away the stigma.”
Knowles-Lawson also wanted to stress health and wellness more holistically, so other products including vitamins, grooming supplies, toilet paper, gloves and masks were also handed out, thanks in part to the campaign’s partners including Procter & Gamble, Matthew 25 Ministries, supermarket chain H-E-B and TWC Logistics Trucking.
“People are getting upset when they see people with no mask on, but a lot of people just don’t have them,” says Knowles-Lawson.
That the campaign took place on Mother’s Day weekend was just a coincidence, but was still a fitting time for the mother-daughter collaboration to launch. Knowles-Lawson, who grew up impoverished in Galveston, Texas, has always sought to instill the give-back mentality in her daughters, Beyoncé and Solange. “It was five kids at home, and my sister had eight children, and they were always at our house—our little two-bedroom house,” recounts Knowles-Lawson, with a laugh. “But my mom could stretch a piece of steak. She just shared all the time. I never forgot that.” Once they were old enough, Beyoncé and Solange were continuing the family’s acts of service, spending their Sundays feeding Texas’ homeless community after church.
Beyoncé’s also teamed up with Twitter CEO Jack Dorsey to donate $6 million in support of mental health and wellness organizations in Houston, New York, New Orleans and Detroit.
And the #IDIDMYPART campaign isn’t limited to Houston. It’s challenging other celebrities to continue the initiative in other cities nationwide. Several have already answered the call. Tyler Perry has vowed to implement the initiative in Atlanta, Octavia Spencer aims to set up sites across Mississippi, and Cookie and Magic Johnson will lead the charge in Detroit.
“Nothing would make me happier than to see people use their platforms to get this information out,” says Knowles-Lawson. “People are getting testing who wouldn’t otherwise. We can keep the momentum going.”