"Have I ever let you down?"
That's the simple question which sits at the heart of our latest Project Harmless social media campaign. At first glance, it sounds personal. Almost conversational. And that’s exactly the point.
“Have I ever let you down?” is a question you only ask when there’s already a relationship, when trust has been built, over time through actions, not promises. Through this campaign, we’re inviting our community to reflect on what reliability, integrity, and consistency really look like in a world full of green claims and short attention spans.
Why this question?
Sustainability is often talked about in big, abstract terms. But trust is earned in much smaller, everyday moments:
- Products that do what they say they’ll do
- Materials chosen thoughtfully, not conveniently
- Decisions made for the long term, not the quick win
The campaign flips the usual marketing script. Instead of telling people how good we are, we ask them to judge for themselves, based on what they’ve seen, used, and experienced.
What the videos are meant to convey...
Each short video is deliberately understated. No heavy narration. No hard sell. Just quiet confidence.
The setting also reflects something deeper. In sustainability, not everything that feels questionable is clearly illegal, and not everything that's legal is genuinely ethical. Greenwashing and purpose-washing often exist in that grey space: subtle, difficult to challenge, and easy to overlook.
By placing our question in a context where trust is thin and accountability low, we're drawing a clear contrast - between claims that merely sound good, and behaviour that genuinely holds up under scrutiny.
The repeated question acts as a mirror back to the viewer:
Have we done what we said we would?
Have we stayed consistent when it wasn't the easiest option?
Have we earned your trust over time?
If the answer feels like “yes,” then the campaign has done its job.
More than a slogan
For us, this isn’t a tagline - it’s a standard. It shapes how we design our products, where and how we source materials, how we approach new climate solutions, and the choices we make behind the scenes every day.
Because in sustainability, credibility matters. And credibility isn’t built by shouting the loudest, it’s built by showing up consistently and doing the right thing, even when no one’s watching.
So when we ask, “Have I ever let you down?”
We’re not being rhetorical.
We’re holding ourselves accountable, to you and to the future we’re trying to build.
