It’s basically an opportunity for a group to try and get some PR by getting their name on the sign. The idea is they’ve signed up to go out periodically and pick up trash and that sort of thing. Not sure what if any sort of enforcement mechanism there is to make sure they actually do it.
Funny story about: In, I think it was Missouri, the KKK wanted to adopt a highway. The state didn’t want to let them do it for somewhat obvious reasons but the courts ruled they couldn’t bar them for just being distasteful. What the state opted to do instead was to rename the highway the Rosa Parks Memorial Highway.
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