The December teaser campaign that had sparked curiosity about who Adam was, has just been revealed as an urban district initiative to keep the city clean. Further to several discussions as to whether this was a radio program or a social initiative to help Egyptian children, the new ads and media from other channels reveal that Adam initiative aims at educating Egyptians in urban care, in an attempt to fight bad mannerisms and keep the city neat. The reveal started to spread in selected locations across the Greater Cairo with billboards, t-poles, lightboxes, and flags.
