Pharmacy giant Boots has today been praised by shoppers after a tweet about its new initiative went viral.
From today, shoppers who are suffering from domestic abuse will be able to use a secret code word in stores if they want urgent help.
Posting on Twitter, journalist and former ITV I'm A Celeb! star Victoria Derbyshire wrote: "From today, those experiencing domestic abuse will be able to go into a Boots or indie chemist & seek help.
"If they say the codeword ‘ANI’ they’ll be taken to a private room & asked if they want to call 999 or domestic abuse helpline. ANI stands for Action Needed Immediately."
Someone responded to the tweet, asking: "Is it pronounced A.N.I. or like the name Annie?"
Victoria replied: "pronounced Annie."
The tweet has since gone viral, and has been liked over 14,000 times and shared over 10,000 times.
The scheme will be initially available through the 2,300 Boots stores across the UK as well as 255 independent pharmacies. There will be an on-going sign-up process open to all pharmacies.
Safeguarding Minister Victoria Atkins said: “I know that lockdown restrictions are especially difficult for those experiencing domestic abuse.
“The codeword scheme will offer a lifeline to all victims, ensuring they get urgent help in a safe and discreet way.”
