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Actress Penelope Cruz opened a special new initiative in New York’s Madison Square Park yesterday in recognition of World AIDS Day.

The Unbreakable Kiss Mistletoe Installation – sponsored by A Diamond Is Forever – will donate $5 to the Elton John AIDS Foundation (EJAF) for every couple that kisses under the mistletoe from now until December 4. And in addition, one lucky couple every day will win a piece of jewelry from A Diamond Is Forever.

“All of us at EJAF are deeply grateful to our dear friend Penelope Cruz for representing the Foundation at this important World AIDS Day observance and to A Diamond is Forever for choosing to support EJAF through this lovely and unique event,” said Founder and Chairman Sir Elton John. “Until we have a cure and a preventive vaccine, teaching people how to prevent HIV infection is one of the most important things we can do right now to bring an end to this terrible epidemic. That has been EJAF’s mission from day one.”

Proceeds from the initiative will go to EJAF’s grant-making initiatives in support of HIV prevention programs, efforts to eliminate stigma and discrimination associated with HIV/AIDS, and direct care and support services for people living with HIV/AIDS in communities across the Americas and the Caribbean.

The Unbreakable Kiss Mistletoe Installation will be open December 1-4 daily from 2PM to 8PM.

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