Kelly Rowland says safe sex is very important to her.

The 'When Love Takes Over' hitmaker is backing a new initiative to raise awareness of safe sex on World AIDS Day today (01.12.11), describing the venture between W London and The Elton John Aids Foundation - which sees the hotel distribute an intimacy pack for couples to enjoy safe sex - as "fun and adventurous".

Speaking about the initiative, Kelly said: "I'm thrilled to be continuing my support of the Elton John AIDS Foundation with this partnership with W London as they highlight the importance of safe sex - it's an issue close to my heart. None of us can afford to be complacent when it comes to the risk of HIV, which is why I love the idea of the Intimacy Pack - it's all about practicing safe sex in a fun and adventurous way."

W London - which will be turned red today to mark World AIDS Day - have also created a special cocktail, with $1.60 from every drink sold going to the charity.

Additionally, bidding closes today on their WOW Bikes auction, which has seen stars including singer Paloma Faith and designers Patrick Cox and Alice Temperley customise cycles to raise money for Sir Elton's foundation.