In August 2014, the «Adamant» company, together with the «Dobrye Druzya» foundation for homeless animals, held a charity promotion named «Otzovis» («Respond»), to collect donations in four of the company’s shopping malls. As a result of the promotion, a sum of 17,000 Rubles was raised. These funds will be used to look after homeless animals at the city’s shelters.