The "Think Pink" movement is about to make its way into the pockets of change-carrying Canadians.

The latest 25-cent coin issued by the Royal Canadian Mint, unveiled Friday in Montreal, features a pink ribbon meant to raise awareness of breast cancer.

"We do regular research on various themes and this one tested very, very high," said Pam Aung Thin, the mint's vice-president of communications.

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The "Think Pink quarter issued by the Royal Canadian Mint is its second attempt at a coloured coin.

"So we approached the Canadian Breast Cancer Foundation and they came on board fairly quickly. They loved the idea."

A total of 30 million of the new coins will go into circulation, gradually making their way into cash registers and coin purses across the nation.

The Shoppers Drug Mart chain will act as the exclusive corporate distributor of the coins, the mint said, though the mint's normal network of specialty coin suppliers will also sell the coins.

The "Think Pink" quarter is the world's second coloured coin, according to mint officials.

The first was a Canadian quarter issued in the fall of 2004, which was adorned with a red poppy to mark Remembrance Day and distributed through Tim Hortons branches.

Some people complained that the paint flaked off that coin too easily, but the mint thinks it has fixed that problem. The breast cancer coins were primed before the pink paint was applied, and the finished product was baked.

As well as being used in general circulation, the new coin will get its turn on the runway.

A dozen Canadian fashion designers have been asked to incorporate the new quarter into their work, ranging from travel wallets to corsets.

The 12 items will be auctioned on the Royal Canadian Mint's website, with all proceeds going to the Canadian Breast Cancer Foundation.

The foundation estimates that one in nine Canadian women will be diagnosed with breast cancer at some point in her life.