For the 5 people on the planet who are not 'aware' of breast cancer, Burj Al Arab, which bills itself as the world's most luxurious hotel, is launching the Pinking Burj Al Arab campaign to raise money and reach them. 

 The gem of the Pinking Burj Al Arab campaign is a exclusive one-of-a-kind 24-carat rose gold iPad created especially for the cause, with an engraved pink ribbon and the hotel's logo. Could that money have been better spent on research?  Hey, do you hate women with breast cancer or something?

The "pink" iPad will be waiting in Burj Al Arab's boutique for the person who will nominate the best price for the item on the hotel's Facebook page. The proceeds will go towards their Breast Cancer awareness initiatives.  

 Other initiatives designed especially for the Pinking Burj Al Arab campaign include lighting the sail in pink with a projection of the pink ribbon logo and bespoke Pink Indulgence food and beverage offerings, such as the Pink Tea and the "Bella Rosa" Pink Cake. 50% of proceeds from the sale of the items will go towards supporting those Breast Cancer initiatives too. 

 The Pinking Burj Al Arab campaign will start with the lighting of Burj Al Arab's sail in pink on Dubai Goes Pink day and will last throughout October. The luxury hotel is joining other world famous landmarks that will be lit in pink as part of The Estee Lauder Companies' Global Landmarks Illumination Initiative.