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Joe Tuia’ana, Founder & CEO of the group "I love you bro," (pictured in center) and members of the organization display signs of encouragement during the Motivational Mile of positive messages in Eagle Mountain on Thursday May 22, 2025.

Curtis Booker, Daily Herald

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Joe Tuia'ana CEO of the “I Love You Bro" Project, far right, leads a support group session at New Beginnings Counseling group center in American Fork on Monday, Sept. 8, 2025. (Photo taken for media purposes only, generally pictures are not taken during group sessions)

Curtis Booker, Daily Herald

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Joe Tuia'ana convinces a man to come down off a Lehi overpass bridge ledge in 2022.

Courtesy Joe Tuia'ana

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A flyer for the "I Love You Bro" project's new American Fork weekly support session is shown.

Courtesy Joe Tuia'ana

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Research has shown that men are less likely to talk about their mental health struggles, let alone seek out resources for assistance.

But Joe Tuia’ana of Lehi, and CEO of the “I Love You Bro Project,” is adamant about changing that.

“I Love You Bro Project,” is a nonprofit organization committed to helping men address their mental health and raising awareness about suicide prevention.

Tuia’ana started the organization in early 2024, after he saved a young man from jumping off an overpass bridge in Lehi two years prior; and felt a calling to help other struggling men.

In efforts to initiate conversations among men to confront their emotional well-being, “I Love You Bro Project” hosts a string of weekly support groups across Utah Valley and beyond.

Tuia’ana said the weekly sessions grew from its first meeting site in Provo to other areas like Lehi, Pleasant Grove, Spanish Fork, West Jordan, Salt Lake City, Ogden, and its newest meeting location in American Fork, which started Monday, Sept. 8.

“We call it the lunchbreak bros group,” said Tuia’ana, who noted that the American Fork Monday sessions are the organization’s first daytime group.

Up until now, all weekly support group meetings had been held in the evening, and Tuia’ana wanted to make the resource accessible to those with various availability.

“I had an upheaval of men reaching out to me through the website (and) through social media who are like, Hey, I work swing shifts, or I work nights, or I have too many other engagements that make it so I can’t attend in the evening,” he said.

Building connections

Inside the New Beginnings counseling group center in American Fork on Monday, a sense of vulnerability and transparency could be felt among a group of men as they opened up about different challenges they’re facing — both personally and professionally.

On average, Tuia’ana said their groups have about a 76% retention rate, meaning each new man who attends one of their meetings is likely to return.

“They’re falling in love with the campaign that we have,” he said. “And it’s driving them to continually come and attend and participate, because it’s giving them new purpose, new fulfillment.”

The group sessions provide a space for men to open up about dealing with job loss, shame, guilt, navigating financial troubles, among other topics in a supportive and judgement free environment.

Mental health statistics among males show that one out of every 10 men struggle with anxiety and/or depression, according to the Newport Institute. However, they say the numbers may be higher as men are less likely to report mental illness.

The new American Fork group comes in the midst of Suicide Prevention Month.

According to the American Foundation for Suicide Prevention, men die by suicide nearly four times more often than women. In 2023, there were 1.5 million suicide attempts.

Tuia’ana said he’s felt the impacts of suicide when a friend of his took their own life in 2017. That, in conjunction with the overpass incident three years ago, has compelled him to provide a lifeline to individuals in crisis.

‘We’ve all been to those extremely dark places, and the idea is that we know we don’t have to go there alone — if we’re going there,” he told the Daily Herald.

The “I Love You Bro” impact

Emily Freeze and Jason Wootton, co-founders and owners of New Beginnings Counseling Group, are dedicated supporters of the “I Love You Bro” project.

“It’s just an amazing organization and I think they’re doing some amazing work,” Wootton said. “And (it’s) really helping many men that just struggle to even say anything or come out and talk.”

New Beginnings has locations in Lehi, American Fork and Provo, where Tuia’ana initially launched the weekly support group meetings.

“They’ve broken down a ton of barriers for men, and just to witness the growth and the development of this program has been amazing to watch,” Freeze said.

“Obviously, there’s a great need and so thankful that Joe has had the passion to do what he’s done to make this available to men.”

Logan Petersen, of Saratoga Springs said he’s been going to “I Love You Bro” group meetings for a few months and has found its supportive community beneficial.

“You know, it’s just come as you are — sit and talk,” he said.

Petersen and his partner Tyson Allred run a men’s mental health podcast called “Dad Buds and Beards” which is significantly different from in person group meetings, which he said has helped in how they engage with guests.

“It’s allowed me to kind of open up even more with positive feedback — and like negative sometimes, (mainly) reassuring feedback of like … hey, I’m going through this too,” Petersen said.

Kaelin Moore, of Orem, says he’s been attending the meetings for a little over six months and values the therapeutic environment and the opportunity to share his feelings, which could be uncomfortable to open up about among people close to him.

“I could come here, (where) it’s a safe place and it stays in the groups,” he said. “And you can also hear other people’s stories and learn from them and (share) similar struggles.”

“I Love You Bro” support groups offer a space for men not only to share their struggles, but to celebrate their victories as well.

Tau Harrington, Provo support group leader, says in knowing many of the guys and recent struggles they’ve faced, it’s magical to celebrate their wins.

“I’ve been here long enough to hear people like we heard some guys that had wins today, I know how difficult that struggle has been,” said Harrington while speaking with the Daily Herald after Monday’s session. “So the celebration of the achievement is that much greater because I know them. I know they’ve been putting in the work coming to these meetings. And it has paid dividends.”

“I Love You Bro” also other resources like therapy sessions, a variety of workshops for men and women and crisis support.

Monday sessions in American Fork are from 11 a.m. – 12:30 p.m. at 831 E 340 South, Bldg. 6 / Ste 110.

For a full list of weekly meetings, visit www.iloveyoubroproject.org.