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Jimmy Choo has announced the launch of Project PEP with the Elton John AIDS Foundation. It is one of the most incredible causes we have heard about.

The project is designed to directly support the pioneering Simelela Rape Centre in Cape Town. The Centre was set up with the mission to administer victims of abuse with the vital HIV preventative Post Exposure Prophylaxis (PEP) medication and to provide the infrastructure for medical, counseling and legal support.

In support of the project, Jimmy Choo has started a new social networking concept, which will feature a photo competition, in order to generate awareness of the vital 72 hour time window victims of abuse have to receive medication. Winners will be announced on December 7, 2009 so don’t dally and go vote!  Best of all? Winners will receive gifts of shoes and/or purses from Jimmy Choo.

Check out the entry by CHEEK writer, Stefania Yahri. Click the name to view Yarhi’s own fashion photography and news blog,

Her photo can be found here:

– Alexa P Gray

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