Ask for Angela Launches Official Pledge and New Brand at Wembley Stadium
The national safety initiative Ask for Angela CIC, on Friday, unveiled its Official Pledge, refreshed brand identity and new venue assets at a high-profile launch event held at Wembley Stadium connected by EE.
Hosted in the Wembley Suite and supported by Brent Council, the event brought together leaders from sports organisations, venues, local authorities and industry stakeholders to mark a significant milestone in the evolution of the Ask for Angela scheme - a nationally recognised initiative designed to help people discreetly seek help if they feel unsafe in a public space.
As one of the world’s most iconic live event venues, Wembley Stadium plays host each year to millions of fans. This summer, with the stadium set to host multiple sold-out events and concerts, Wembley is preparing to welcome tens of thousands of fans each night, reinforcing the importance of robust, visible safety measures and a culture that prioritises women’s safety.
Commenting on the initiative, Wembley Stadium Director, Mark Lynch, said: “Wembley Stadium takes the safety of all our visitors extremely seriously, particularly women and girls who make up a large part of our audiences.
“With major events and concerts at the stadium, it’s vital that everyone feels confident, supported and safe while enjoying live music. Initiatives like Ask for Angela are a key part of creating that environment, and we’re proud to support its continued development.”
The newly launched Official Pledge provides a clear and simple way for venues and businesses to formally commit to operating the Ask for Angela scheme correctly and consistently. Alongside the pledge, attendees were given a first look at the initiative’s updated branding and new venue-ready assets, designed to improve visibility, clarity and impact across hospitality, events and public spaces.
Speaking at the launch, Sylvia Oates, CEO of Ask for Angela, said: “Today marks an important step forward for Ask for Angela. The Official Pledge gives businesses a clear, practical way to show their commitment to safety, while our refreshed brand and new assets make the scheme more accessible and effective than ever before. Our goal has always been simple: to create safer spaces for everyone, and today shows how far collaboration and shared responsibility can take us.”
The keynote speech at the event was delivered by Dawn Butler, Member of Parliament for Brent East, who praised the initiative’s impact and its continued evolution: “Ask for Angela has become a vital tool in keeping people safe in public spaces. The launch of this Official Pledge strengthens accountability and empowers venues to play an active role in protecting their communities. It’s encouraging to see safety initiatives like this continuing to grow, adapt and lead.”
In addition to the pledge ceremony and brand reveal, Ask for Angela shared its future plans, outlining how the organisation intends to expand its reach, deepen partnerships and support more venues nationwide in the months ahead.
The launch concluded with a networking reception, enabling venues, partners and stakeholders to connect, share best practice and discuss how they can support the next phase of Ask for Angela’s work.
How to Join the Ask for Angela Official Pledge
Venues and businesses can join the Ask for Angela Official Pledge by committing to ensure the scheme works in practice by ensuring staff are trained, signage is visible and procedures are in place to support anyone who asks for help.
By signing the pledge, organisations publicly demonstrate their commitment to safer spaces and gain access to official branding, updated assets and ongoing support from the Ask for Angela team.
Further details on how to sign the pledge and implement the scheme are available on the Ask for Angela website.
Sylvia Oates, Dawn Butler MP, Cllr Ishma Moeen, Cllr Mili Patel (L-R)