On Friday October 30th, Jimmy Choo‘s PEP pop up shop will begin and end business within 72 short hours for a very special campaign alongside the Elton John AIDS foundation to combat the disease.

The reason the sale goes for 72 hours is because victims of rape have only 72 hours to visit a clinic to begin a round of anti-viral treatment to stop potential development of the disease. The Elton John foundation ensures the Simelela Rape Centre in South Africa is able to stay open 24 hours, 7 days a week to assist victims. Frighteningly, the centre assists a startlingly high number of children (report by Doctors Without Borders).

If you can’t afford to support the cause by purchasing a Choo PEP piece, please donate to Doctors Without Borders and the Elton John AIDS foundation.