Victims of domestic abuse are being offered a safe space inside Morrisons to contact support services during shopping trips.
The supermarket chain is the first to offer consulting rooms within its pharmacies to those suffering from abuse, as they say shopping is a 'routine activity' which is unlikely to alert an abuser.
From Monday, more than 100 stores across the UK will open the safe spaces, where Morrisons pharmacists - who have been specially trained - can direct those seeking help to the support they need.
It comes as The Herald revealed demands on Scotland's Domestic Abuse and Forced Marriage Helpline have doubled since the same time last year - and have risen by around 50% since pre-lockdown.
READ MORE: Scotland's new 'pandemic' of domestic abuse and mental health problems
Scottish Women's Aid, which runs the line, fears the rise in calls represent "only a snapshot" of the situation going on behind closed doors, as people still fear confiding about their ordeal.
Morrisons is working with the charity Hestia, who have launched the UK SAYS NO MORE campaign as victims of domestic abuse are forced to isolate with perpetrators during lockdown.
"By offering access to help through their supermarkets Morrisons is offering a lifeline to many victims of domestic abuse," said Lyndsey Dearlove, head of the campaign. "Supermarket trips are part of a routine that, even during lockdown, provides a vital opportunity to seek help without raising the suspicions of an abusive partner or household member.
"The expansion of safe spaces into supermarkets could save lives."
READ MORE: Scotland care home deaths are 'greatest failure of Scottish Parliament', says think tank
Lisa Leighton, head of people at Morrisons said: “We want to help our customers and colleagues during this very difficult time.
"We provide an environment for our colleagues where those experiencing domestic abuse feel encouraged and empowered to disclose this, and feel confident that we’ll help them get the right specialist support.
"We wanted to extend this to seek help to our customers. You are not alone. Come to our pharmacies and let our colleagues know if you need help.”
Scotland Women's Aid Domestic Abuse & Forced Marriage Helpline can be reached on 0800 027 123
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