jimmy-choo-aids-campaign.jpgJimmy Choo and Elton John have thrown their considerable combined celebrity weight behind a hard-hitting awareness campaign aimed at helping victims of rape in South Africa.

They've called upon amateur photographers to submit a picture on the theme of 'You, Your Shoe and 72 to support the launch of Project PEP; a charity collection that donates 25% of sales to the Simelela Rape Centre in South Africa. The money goes towards providing the HIV-preventative treatment PEP, which must be taken within 72 hours of exposure to HIV, hence the significance of the number 72 in the images. In addition to funding this life-saving treatment, the campaign provides help and counselling to victims of rape in South Africa, which has the highest count of rape in the world.

To take part, visit the site to upload your photograph on the theme of 'You, your shoe and 72'. All entries submitted before 26th October will be shortlisted to appear in an exhibition at Selfridges on 29th October, where Tamara Mellon will be launching a pop-up shop in aid of the cause.