Retail Trust is challenging retailers to find their inner hero as they look to raise money during Retail Trust Week from 17 May.

The charity has dedicated this year's fundraising week to celebrating "everyday heroes", asking retailer to take part in or set up "hero tasks", from abseiling down buildings to helping out local communities.

"This is definitely a power-to-the-people campaign," said Retail Trust CEO Nigel Rothband. "It's all about those on the shop floor helping their friends and peers in retail who may be in need of help in tough times."

A record £1m was raised at the Retail Trust Ball in January, but more money was needed as people in the industry were increasingly seeking help, Rothband said. Calls to the charity's confidential helpline have risen 92% in the past two years.

"People are looking for counselling on personal issues, financial hardship and, increasingly, bullying and abuse in the workplace," he added. "The money raised from Retail Trust Week will help us deal with more of the issues and needs that we are being contacted about. It will allow us to change people's lives for the better and maybe the life of a colleague of any one of us in the industry."

Rothband said all contributions would help achieve its goal to raise significant money and create further awareness of the everyday heroes who work in retail, whether it was hosting in-store talent contests or arranging more daring activities such as skydiving,

Retailers wishing to take part should pay a visit to the charity's website, where they can register for information packs.