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Grand Rapids (WZZM) - Sure Valentine's Day is coming up soon, but some of the pink you're seeing around Grand Rapids isn't just for that romantic holiday.

Many area businesses are going pink to help bring awareness to breast cancer and breast cancer research.

It's backed by the Susan G. Komen Foundation.

To talk more about it isJennifer Jurgens, Executive Director of Komen West Michigan.

Click on the link above to watch the video. Clickhere to learn more about Komen West Michigan. Clickhere to learn more about Experience Pink.