Boots to offer lifeline to domestic abuse victims through new codeword scheme

From today (14 January), victims of domestic abuse will be able to access urgent support from thousands of pharmacies across the UK, with all 2,300 Boots pharmacies taking part in the scheme.

The Ask for ANI scheme allows those at risk or suffering from abuse can discreetly signal that they need help and access to support. A trained member of the pharmacy team will then offer a private space where they can understand if the victim needs to speak to the police or would like help to access support services such as a national or local domestic abuse helplines.

The codeword scheme will complement the charity Hestia’s UK SAYS NO MORE Safe Spaces initiative by enabling pharmacy staff to offer immediate and emergency assistance. Building on the successful #YouAreNotAlone campaign, this scheme is another way Government is raising awareness of the vital support available through domestic abuse charities and other partners including the police.

The Prime Minister committed to launch this scheme at the Hidden Harms summit last year in recognition of the impact of Covid restrictions on the ability of victims to reach out for help and support.

A trip to an essential service such as a pharmacy will provide a way for victims to sound an alarm if they are isolated at home with their abuser and unable to get help in another way.

Prime Minister Boris Johnson said:

“As we once again have to ask people across the country to stay at home to tackle this virus, it’s vital that we take action to protect those for who home is not a safe space.  

That is why we have launched this scheme, supported by pharmacies up and down the country, to give some of the most vulnerable people in society a critical lifeline – making sure they have access to the support they need and keep them safe from harm.”

Safeguarding Minister Victoria Atkins said:  

“I know that lockdown restrictions are especially difficult for those experiencing domestic abuse. Home should be a safe place, but for those confined with an abuser it is clearly not. 

The codeword scheme will offer a lifeline to all victims, ensuring they get urgent help in a safe and discreet way.

Throughout this pandemic this Government has invested millions in ensuring that vital services including helplines, counselling and refuge accommodation remains accessible during this challenging period.”

All 2,300 Boots pharmacies will be supporting this initiative, offering additional training for their pharmacy teams.

Boots UK Chief Pharmacist, Marc Donovan said:

“With over 170 years at the heart of community care, Boots pharmacies have long been a place where people can turn to for help and advice on their local high street.  Since the start of the pandemic, our 2,300 stores in communities across the UK have taken on increased importance as a place of safety for those who need one.  

In addition to the designated Safe Spaces in our pharmacies, we hope with the new codeword scheme we can continue to help people access the support they need quickly, safely and discreetly.

This is something our pharmacy teams feel very passionately about, and we are proud of their continued dedication supporting those in need at a time of such extraordinary challenge.”

Chief Executive of the National Pharmacy Association Mark Lyonette said:

“Community pharmacies are about people, not just pills. There is a clear and urgent need to support victims of abuse and we want to play our part.

The Ask for ANI alert mechanism is a discreet and sensitive way to help support some of the most vulnerable people in our society.” 

The codeword scheme will be promoted using discreet social media adverts and paid search. Pharmacies will be given promotional material to display in store to signal to victims that they are participating.  Health professionals, social workers and Job Centres will also be asked to promote the scheme, alongside police, local authorities and specialist support services for victims.  

In addition to Boots pharmacies, the scheme will also be available through 330 independent pharmacies.