Monday, October 19, 2009

Shoe News:Jimmy Choo, Project PEP and YOU

Put Some (Project) PEP in Your Step

Fact: After exposure to HIV, a person has 72 hours AT THE MOST to receive Post-exposure Prophylaxis (PEP) treatment for it to even be POSSIBLY effective. Basically, in HIV cases, PEP has been shown to help keep the virus from attaching to and attacking cells... meaning, it gives a person a greater chance of not getting the disease after exposure.

What does that have to do with shoes? Well, Jimmy Choo has partnered with the Elton John AIDS Foundation to launch the Project PEP collection, which supports the Simelela Rape Centre in Cape Town, South Africa. The Centre was set up in 2005 to provide victims of abuse with HIV preventative PEP medicine and to give them access to medical, counseling and legal support. Jimmy Choo will donate 25% of net sales from Project PEP (JimmyChoo_72 on twitter) to to the Elton John AIDS Foundation in hopes that the funds raised will enable the clinic to stay open 24 hours a day, 7 days a week. This way, more women will receive treatment within that crucial 72 hour period.

To raise awareness about Project Pep, Jimmy Choo has initiated the "You, Your Shoes and 72" photo competition. Entry is pretty simple. Just upload a photo HERE based on the aforementioned theme (and cross your fingers). The grand prize winner will receive 7 pairs of shoes and 2 bags from Jimmy Choo. However, more than 100 winners will be chosen to receive other exclusive prizes from the Project PEP collection, and many of the winning images will be displayed at the the Project PEP launch event at Selfridges London on October 29th and at other Project PEP events globally. Click here for additional info.

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