The holidays, as you know, are a time for giving and receiving... and for winning, too, maybe? And definitely for doing something charitable!

This season, Jimmy Choo and the Elton John AIDS Foundation teamed up to start Project PEP, a vibrant collection of accessories, which will donate 25 percent of its net sales to the AIDS Foundation. In turn, the Foundation will use that to support the Simelela Rape Centre in Cape Town, South Africa whose mission is to administer victims of abuse with the vital HIV preventative PEP medication, and provide medical, legal and counseling support.

"We are women helping women and we are proud to provide a voice for under-privileged women in South Africa," says Tamara Mellon, founder and president of Jimmy Choo (pictured with her daughter, Minty). "We are excited to launch this social media campaign which we believe is a fun, light-hearted way to make people aware of a very serious subject."

So, what's the scoop? Project Pep's contest is called "You, Your Shoes, and 72" (the key number is 72 because the vital, life-saving treatment must be administered within the first 72 hours of exposure to HIV). All you have to do is submit a photo of you, your shoes, and the number 72 anywhere in the picture, and you stand the chance to win seven pairs of shoes and two handbags (for the 1st prize), an eco-friendly Project Pep tote (for 100 runner-ups ), and more to other winners. Sounds like an amazing deal for an amazing cause, right?

Consider it your gift to society this year. Check out other entries at JimmyChoo72.com to inspire you! Good luck!

--Venus Tsang