In 1994, he participated in a climb of Mount Kilimanjaro while wearing a rhino suit for the British charity organisation Save the Rhino International. Puppeteer William Todd-Jones, who had originally worn the suit in the London Marathon to raise money and bring awareness to the group, also participated in the climb wearing a rhino suit; Adams wore the suit while travelling to the mountain before the climb began. About £100,000 was raised through that event, benefiting schools in Kenya and a black rhinoceros preservation programme in Tanzania. Adams was also an active supporter of the Dian Fossey Gorilla Fund.