Pink Knights is a breast cancer awareness campaign launched by Zulekha Healthcare Group supported by Ford - Warriors in Pink and Friends of Cancer Patients (FOCP). The campaign is targeted at women across UAE with the core message of 'Bolder & Stronger Together’ to fight breast cancer. The main focus of the campaign is to promote awareness about early detection at breast cancer through regular examination and medical tests.

Dr. Pamela Munster is the face of Pink It Now campaign. She is a renowned oncologist and a cancer survivor, who has devoted her time and energy in spreading awareness and leading the fight against Breast Cancer. As a pioneer in the field of breast cancer research, she has been researching on better treatment options for breast cancer patients. Dr. Pamela is a Professor with Department of Medicine (Hematology/Oncology), UCSF and the Director at Early Phase Clinical Trials Unit and Leader, Developmental Therapeutics Program, UCSF Helen Diller Family Comprehensive Cancer Centre, USA.