A few months since the launch of the Businesses Against Abuse scheme here in Cambridgeshire, Amanda Borrill talks to Scheme Force Lead PC Nicky Peacock about how it all began and her ambitions for its future…
Launched at Milton Park and Ride in October 2024, Businesses Against Abuse (BAA) is a partnership with Cambridgeshire and Peterborough Combined Police Authority and the Cambridge and Peterborough Rape Crisis Partnership (CAPRPC). Around 300 local businesses are already part of BAA, including Stagecoach East whose drivers have been given dedicated training by CAPRPC to help them recognise people who are in vulnerable situations, and to know how best to offer help.
With 28 years experience serving in a variety of roles within Cambs Constabulary, BAA Scheme Force Lead Nicky Peacock has been fundamental in getting this project off the ground. And her efforts have not gone unrecognised: she recently received the runner up award for ‘Commitment to Safeguarding’ at a recent annual ceremony held for its officers by Cambs Police.
Safer streets for all

Nicky explains how the BAA scheme began. “The scheme was established using funding from the Home Office Safer Streets initiative. This money is provided to police forces across the country with each force individually responsible for determining how it is spent. I joined the scheme during Safer Streets 3 when we began training those working in the night time economy to recognize the warning signs of Violence Against Women and Girls (VAWG) predators. Safer Streets 4 saw things evolve into an accreditation scheme rather than just training, with initial roll-outs in Peterborough and Fenland. Currently, we are operating under Safer Streets 5 which saw the programme extended to Cambridge”.
A few months in, I’m interested to hear what Nicky sees as the positives and negatives of the scheme. “One major positive has been the involvement of Stagecoach East”, she shares, “which ensures that safe spaces on their buses are available across the community. These safe spaces not only provide refuge but also help individuals remove themselves from potential threats. Another highlight has been visiting accredited businesses and learning about the proactive measures they are taking to ensure the safety of women and girls”.
And the downsides? “One of the biggest challenges is reaching as many businesses as possible and encouraging them to sign up. It’s a time-intensive process, and there’s always more to be done”, she explains.
“Creating an environment hostile to those who perpetrate abuse”

Darren Roe talks at the launch of BAA scheme.
Richard Marsham/RMG Photography
Cowley Road-based Stagecoach East has been a powerful advocate of the BAA scheme. Reflecting on the first three months in a recent press release, Managing Director Darren Roe reveals: “I am so proud of how our Training team, drivers, and everyone concerned has reacted to being part of this important scheme. We have already had numerous incidents where drivers have intervened to stop abuse against women, and their actions have absolutely kept them safe on our vehicles. These have ranged from young women feeling safe seeing our destination messages, diverting a bus service to take a vulnerable woman to a safe area, and also direct interventions to keep predators away from a young girl, one of whom was arrested.”
Nicky is currently fully dedicated to BAA. “My primary role is to educate as many people as possible and to create an environment in Cambridgeshire that is as hostile as possible to those who perpetrate abuse”, she emphasises. “Being a woman does give me a unique perspective on female safety, but BAA is not about placing the burden on women and girls to protect themselves or change their behaviour. For too long, the responsibility has fallen on women, and this needs to change. The BAA scheme is designed to make tackling VAWG a collective responsibility, bringing communities together to show perpetrators that their behaviour is unacceptable and ensuring women and girls know they have the support of their community. Engagement from all genders is vital for the success of this initiative”.
Get on board!
To build on its success though, the scheme needs more businesses on board and it is Nicky’s ambition that every business in Cambridgeshire becomes BAA accredited. And to those reading this who might be considering signing up, Nicky has a clear message. “Do it! There’s nothing to lose and so much to gain. We provide bystander intervention training tailored to all personality types and publicly promote your business as accredited on our social media and website”.
Find out more about BAA here.
Upcoming training sessions are scheduled for the morning and afternoon in the Management Suite at the Grafton Centre, Cambridge on Monday 3 February and Wednesday 5 March.
The BAA team is also available to deliver talks in schools. For more information contact Nicky directly at: nicky.peacock@cambs.police.uk
READ ALSO: Buses designated safe spaces for people fearing abuse








