The Ask for Angela initiative, launched in 2016, offers a discreet way for people to seek help when they feel unsafe or uncomfortable in social venues. Widely adopted across the UK and internationally, the scheme uses a simple code word—”Angela”—to alert staff that assistance is needed.
If someone feels threatened, they can approach a staff member and ask for Angela. Staff are then expected to respond discreetly, whether by helping the individual reunite with friends, arranging safe transport, or escalating the situation with security or police if necessary. Originally developed by Lincolnshire County Council, the initiative is now used globally and supported by organisations like the Metropolitan Police.
Why the Scheme is Important
Ask for Angela provides a vital safety net in public spaces, empowering individuals to seek help without fear of confrontation or drawing attention. For venues, participating demonstrates a commitment to customer safety, creating environments where people feel secure.
However, its effectiveness relies on proper implementation. Staff need to know the code word and how to respond appropriately. Without this, the scheme cannot provide the level of support it promises.
Challenges in Implementation
A recent BBC investigation found that more than half of participating venues failed to respond correctly to the Angela code word. This was often due to inconsistent training.
While venues may display posters and brief staff initially, training is not always passed on to new employees. As a result, some staff are unaware of the scheme, leaving them unprepared to help customers in need. This can create risks for individuals seeking assistance, particularly if their distress becomes noticeable to potential perpetrators.
Jack, a bar worker involved in the scheme, highlighted the issue: “Posters were put up, but training was minimal. If staff didn’t know about the scheme, they couldn’t help effectively.”
Strengthening the Scheme
Improving the Ask for Angela initiative doesn’t have to be complicated. Comprehensive, consistent training is key. Staff should not only understand the scheme but also feel confident handling different scenarios. Regular refresher sessions and including the scheme in induction processes for new employees can ensure all team members are prepared.
Promoting awareness is equally important. Discreet signage in venues—such as in restrooms or near the bar—lets customers know the scheme is available. Encouraging open conversations among staff can also help embed the initiative into the venue’s culture.
A Shared Responsibility
Ask for Angela has helped many individuals, but its success depends on everyone involved—venues, staff, and the wider community. For venues, it’s more than a policy; it’s a chance to prioritise safety. For staff, understanding the scheme provides the tools to help customers feel secure. For customers, it’s a reassuring option for seeking help when needed.
By improving training and raising awareness, the Ask for Angela initiative can continue to provide a trusted lifeline for those in vulnerable situations. Together, we can ensure that social spaces remain safe and welcoming for everyone.
