29 April 2020
The Weekly

During this uncertain time, Selfridges is seeking to support the charities, medical professionals and key workers whose heroic efforts are helping our communities deal with the effects of coronavirus. Small gestures help to brighten up the days of those working so hard to help those in need.


We are inviting our followers on social media to take a moment out of their day and the 24-hour news feeds to contribute to the Selfridges #kindnesschallenge. As we are required to build distance between us to safeguard our physical health and wellbeing, we owe it to ourselves and each other to bridge this gap, using digital as a force for good. The challenge launched at the beginning of April encouraging our followers to tag and post actions that they are taking to help themselves and others, in a safe and responsible way.

For the new iteration of the #kindnesschallenge Selfridges is working alongside charity partner +Heroes to reward everyday heroes from the COVID-19 frontline. People are simply asked to shine a light on any NHS professional or any key worker they would like to give back to.  Selfridges gives a shout out to each person by regramming the posts on insta stories or liking the comments. In addition, Selfridges selects three to five nominees each week to receive an extra special surprise gift sent to their workplace (gorgeous beauty, food or homeware gifts in beautiful in a beautiful treat package).

To nominate their ‘hero’ people can either:

  • Comment on the latest Selfridges grid post #kindnesschallenge tagging an NHS or frontline worker highlighting why that person needs to be celebrated and their good deed recognised + location


  • Post a picture on Instagram or Instagram stories, using #kindnesschallenge. Please also tag @theofficialselfridges @helpthemhelpus_ and your nominee, including their location.  Again, highlighting the good deed done.

Visit @theofficialselfridges Instagram account to take part in the latest challenge.



We’ve transformed our social channels and brought more regular content to our website, bringing these channels to life as a place where everyone can enjoy hanging out while they are in isolation. We are a destination for optimism, aiming to entertain and inspire you during these challenging times.  Visit @theofficialselfridges Instagram account and we’ll show you that #creativityisnotcancelled.