Hang on, I need to get my shield - you gals are certainly busy on the defense today!

I AGREE with you that he's doing a good thing.
I just don't think he needed to add that last bit about his 'personal' experience planting trees in Sheffield. His support and membership is enough - and if he
hadn't said it, people in Sheffield who
remember him planting the tree for the hospital might be saying,
"Did you hear that advert for the Woodland Trust? Sean Bean narrates . . . remember when he planted that tree in front of the hospital after his father was ill? Great bloke, our Seany!"
But because he made it sound as if he's planted a lot of trees, if someone recalls the hospital tree planting, they are just as likely to say
"Did you hear that advert for the Woodland Trust? That Bean is narrating again. He's full of himself innit he? Plants one bloody tree on a hospital lawn and tries to make out like he's plantin' forests all over town!"
That's what people DO - whether we like to admit it or not.
Is it a big deal? No, not in this instance. It's cumulative though, so it makes me uncomfortable. That's all.
