There’s nothing I love more than when Fashion and Charity collide for a good cause. Case in point: Jimmy Choo and the Elton John AIDS Foundation, who have partnered up to launch Project PEP, a charity collection that donates 25% of sales to the Simelela Rape Centre in South Africa. Supporting the launch is a social media campaign featuring an online photo competition with the theme “You, Your Shoes and 72″, which Jimmy Choo Founder, Tamara Mellon calls “a fun, light-hearted way to make people aware of a very serious subject.” The rules are simple – be as creative as you like and take a photo to do with you, your shoes and the number 72 (representative of the critical first 72 hours within exposure to HIV that the vital life saving PEP medication must be administered).

And the prizes? Generous. Over 100 exclusive Jimmy Choo prizes will be awarded, with 1 lucky overall winner receiving the Grand Prize of 7 pairs of shoes and 2 handbags.

The competition closes on December 7, so get the camera out, start getting creative and show support for this great cause.

> image from jimmychoo72.com