In November 2010, the UŠĆE Shopping Center and the Ana and Foundation Vlade Divac officially announced the beginning of a long-term partnership and launched the initiative “You Can Too Provide Thousand f Joys” with an objective to raise funds for solving the housing problem of the Kostić family, one of the many internally displaced families living in collective centers. 

All visitors of the UŠĆE Shopping Center can donate money in specially designated boxes located on three visibly marked locations inside the shopping mall. In addition, everyone in Serbia can contribute to the initiative by donating 100 dinars through a text message sent through to any of these numbers: 6012 (VIP), 6312 (Telenor), 6412 (MTS). This humanitarian initiative closes in June 2011. All raised funds are dedicated to the purchase of village house for the Kostić family.