Pharmacies in Leicestershire participate in new campaign to help domestic violence victims

The scheme was launched by Victoria Atkins MP, Minister for Safeguarding as the first national Government-backed codeword scheme for domestic abuse victims at Boots, London. Credit: PA

Pharmacies across North West Leicestershire are supporting a new domestic abuse scheme which allows victims to discreetly signal that they are in danger.

North West Leicestershire District Council is working in partnership with more than 80% of pharmacies across the district who have signed up to take part in the Ask for ANI (Action Needed Immediately) scheme.

Domestic abuse victims will be able to ‘Ask for ANI’ as a codeword to signal to pharmacists that they need help.

Staff members will then offer to take the victim to a consultation room to check if they need a police response or help contacting a helpline or specialist support service.

Domestic abuse victims are being urged to "ask for ANI" at pharmacies Credit: PA

The full list of pharmacies taking part are:

  • Boots, Market Street, Ashby

  • Tesco, Resolution Road, Ashby

  • Ashby Pharmacy, The Green, Ashby

  • Boots, New Broadway, Coalville

  • Lloyds Pharmacy, Whitwick Road Surgery, Coalville

  • Well Pharmacy, Long Lane, Coalville

  • Masons, Belvoir Road, Coalville

  • Dean & Smedley, High Street, Measham

  • Masons, Grange Road, Hugglescote

  • Masons, North Street, Whitwick

  • Evans Pharmacy, Borough Street, Castle Donington

  • Listers, High Street, Ibstock

  • Brennans Pharmacy, High Street, Ibstock


Pharmacies taking part will display posters in their windows and around the pharmacy to let customers know that they can approach staff members for help. The scheme officially begins on 19 April.

Emma Knight, Health and Wellbeing Team Leader at North West Leicestershire District Council, said: “The Ask for ANI scheme is a great opportunity to raise awareness around domestic abuse and provide vulnerable victims with a lifeline to get access to emergency support."


Help and support

If you need support or advice about anything visit to our advice page.

Call the 24-hour National Domestic Abuse helpline on 0808 2000 247 for confidential, non-judgemental information and support.

Women's Aid - for information and support, email helpline@womensaid.org.uk or use the instant messaging service.

Contact a local domestic abuse service by using the Domestic Abuse Directory.

If you are in immediate danger, call 999.