Forget flowers and chocolates chez Elton John and David Furnish, this Valentines Day, its blood thats on the wishlist.
John is leveraging the day to start a global conversation about AIDS, as the Elton John AIDS Foundation marks its 20-year anniversary.
A number of his A-list friends among them Jessie J, Florence Welch, Kelly Osborne, Lara Stone, Stephen Fry and David Walliams have commited to pricking their fingers and instagramming the results under the banner Love is in my blood.
Now more than ever we know how to beat AIDS, says John. Thanks to incredible work by the AIDS community over the past 20 years we now have affordable, quality treatment which saves lives and dramatically reduces the chances of passing on HIV. But these medicines dont work against prejudice and discrimination. Its time to stop treating people who are most vulnerable to HIV as outcasts. Everyone deserves the chance to protect themselves. Surely we have enough love for that.
Chinese artist Ai Weiwei is also on board, and has created a film which you can watch below in support of the cause.
Adds supporter Stephen Fry, A little drop of blood, a huge wave of love and a great surge of generosity - let them lead to an end to HIV/AIDS around the world.