# Life-Saving Competitions Jimmy Choo Competition Raises Awareness About HIV and Rape By Jenny Lau | Published 2009-10-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/jimmy-choo-photo-competition-raises-awareness-around-hiv-and-rape-charity References: [jimmychoo72](http://www.jimmychoo72.com) & [jimmychoo](http://www.jimmychoo.com/) Jimmy Choo and the [Elton John AIDS Foundation](https://www.trendhunter.com/trends/hiv-care-innovation) are harnessing [social media for a charitable initiative](https://www.trendhunter.com/trends/thrift-it-back). They have launched ‘You, Your Shoes and 72’ which is an online photo competition to raise awareness around Project PEP. This project is a [charity collection](https://www.trendhunter.com/trends/project-pink-slide) that donates 25% of sales to the Simelela Rape Centre in South Africa. Contestants are encouraged to upload photos inspired by the theme ‘You, Your Shoes and 72.’ Submitted photos have a chance of being exhibited at the Project PEP launch event in London as well earning the contestant a top prize of 7 pairs of shoes and two handbags from Jimmy Choo. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 44% | Activity: 35% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What Makes This Trend Stand Out - **Social Media for Charitable Initiatives:** Harnessing the power of social media platforms to raise awareness and support for charitable causes like Project PEP. - **Online Photo Competitions:** Engaging audiences through interactive online photo competitions to promote awareness and participation in charitable initiatives like 'You, Your Shoes and 72'. - **Charity Collections:** Creating charity collections that donate a portion of sales to organizations like the Simelela Rape Centre, providing consumers with an opportunity to support worthy causes while making a purchase. ### Sectors Adopting This - **Fashion and Retail:** Fashion brands and retailers, such as Jimmy Choo, can utilize online competitions and charity collections to engage customers and drive sales while supporting social causes. - **Nonprofit and Social Impact:** Nonprofit organizations and social impact platforms can leverage the power of social media and online competitions to raise awareness and funds for important causes like HIV and rape prevention. - **Social Media Marketing:** Companies specializing in social media marketing and digital advertising can assist brands and nonprofits in launching successful online competitions and campaigns that generate widespread engagement and support. ## Related on Trend Hunter - [Awareness-Raising Shoe Store Concepts](https://www.trendhunter.com/trends/soles4souls-canada.md) - [Empowerment-Focused Holiday Campaigns](https://www.trendhunter.com/trends/olivela.md) - [Charity Contest Campaigns](https://www.trendhunter.com/trends/charity-contest.md) - [Safer Sex Campaigns](https://www.trendhunter.com/trends/use-a-condom.md) - [Digital Fundraising Competitions](https://www.trendhunter.com/trends/the-community-cup.md) - [Brand-Led Endangered Animal Programs](https://www.trendhunter.com/trends/endangered-animal-program.md) - [Closet-Clearing Challenges](https://www.trendhunter.com/trends/closet-clearout-challenge.md) - [Accelerated Hiv Care Innovations](https://www.trendhunter.com/trends/hiv-care-innovation.md) - [Charitable AIDS-Focused Medical Scrubs](https://www.trendhunter.com/trends/hivaids-prevention.md)