Could walking toilets really be Marketing for Good? No, I haven’t lost my mind. These particularly walking toilets will be promoting a program that offers tourists access to clean bathrooms in Times Square 364 days a year (visitors on Christmas Day will have to make do elsewhere).

Here’s the deal–those bear-loving folks from P&G have decided to host a 20-stall restroom in Times Square stocked to the rim with Charmin. Rather than flush marketing dollars down the drain of traditional media, P&G is investing in a program that addresses a real problem and a fundamental human need (”when you gotta go, you gotta go”).

My prediction is that visiting tourists will be forever grateful to Charmin for the relief provided and gladly begin a long-term relationship with this brand. As for me, I can’t wait to get my picture taken with one of those portable potties. Claudia Deutsch of the New York Times covered this story in detail this morning.