Retailers in London are helping to secure the future of the British public loo, which has been in decline since 1993.
They are providing greater access by signing up to a new Community Toilet scheme, and allowing passers-by to use their facilities.
Westminster Council hopes that the scheme could significantly reduce the 10,000 gallons of urine which are 'spilled' on London's streets each year through antisocial behaviour and people getting caught short.
Participating retailers will be sent a large sticker to place in their window and will receive up to £500 a year from their local council.
A 'sat lav' scheme has also been launched to help people find their nearest public toilet. By texting 'Toilet' to 80097, Londoners will be sent details of their nearest convenience.
It is hoped that the scheme will roll out to other areas.