Every three minutes, a woman is diagnosed with breast cancer in America.

Lot's of effort goes into raising awareness, but amazingly, mammograms are on the decline. Lately, it's been popular to turn everything pink to signify breast cancer awareness, but people seem to be getting numb to that approach.

Gary Mueller from Serve Marketing and Adam Siebeck, who's wife battled breast cancer appeared on Live at 4:30 to talk about a new strategy for breast cancer awareness.

The American Cancer Society wants you to join them for their Making Strides Against Breast Cancer Walk.

It's Saturday morning May 3rd at the Milwaukee Lakefront.