The community development initiative is targeting the Rod El Farag quarter, a disadvantaged old locality resting immediately at the rear of a glamorous touristic neighbourhood overlooking the Nile shores with a number of deluxe hotels.

The main objective is to turn the locality into a socially and economically integrated community by making proper linkages between its residents and the surrounding commercial, business, and touristic neighbourhoods to maximize the benefit for all stakeholders and to empower a communal growth towards sustainable development.
The restoration and upgrading of this particular locality could be an opportunity for a neighbouring booming tourism industry to have an attractive historic old town right at its doorsteps. Shoring up, instead of bulldozing the area and the small industries, crafts and trade, will add to its attraction and viability.

A multi layered participatory approach will be used in order to ensure ownership and long-term sustainability. The initiative is employing an innovative integrative approach with government support aligned with the needs of the local community and is reaching out to the neighbouring businesses, in order to have the full participation of all stakeholders wherein social, environmental and financial benefits are all achievable at the same time.
The course of action should eventually assist the residents to make better decisions on their own, and improve their quality of lives economically, socially, environmentally, and culturally.