It stands out like a pink elephant and it has a dual purpose.
The remarkable pink truck folks have been seeing around town is a fully operational cement truck .
It's also a way to raise awareness and funds for breast cancer research.
SooToday.com caught a shot of it at work today on the corner of Bruce and Queen Streets.
The big pink cement truck is the brainchild of Caswell Concrete Products proprietors John and Cheryl Caswell, a brother and sister team.
Together with their dad, Don Caswell, they came up with the idea to paint one of their cement trucks pink over this past winter.
It was their way to honour John and Cheryl's aunt, Nora Mertes, who succumbed to breast cancer in 1995.
The Caswells also wanted to give back to their community and to help fight the deadly disease that has cut short so many lives.
John told SooToday it is getting really positive reviews when seen around town.
The pink cement truck also heralds Caswell Concrete Products' fiftieth year in operations.
John and Cheryl are the third generation of Caswells to run the company.
Recently John did a fundraiser in conjunction Laird Raceway to raise additional funds, and a lucky winner took home a perfectly pink E-Bike.