Abstract: A thermochromic urinal display apparatus and method for displaying a message when activated by a warm urine stream and terminating the display when the apparatus is rinsed with cool rinse water. A urinal display screen is disclosed with advertisement, slogans, public service messages either painted, printed, screened or incorporated onto the urinal display screen using thermochromic paint, ink, film or decal. The urinal display screen is placed so that the thermochromic display is above the water line in the urinal reservoir. The warm urine stream activates the thermochromic paint to induce opaqueness or clarity to reveal advertising slogans, public service messages to the user. Once flushed the cool water from the urinal rinse deactivates the thermochromic paint so that it returns to its original state thereby becoming opaque to conceal an underlying message from the next user.