New research commissioned by Beavertown Brewery has revealed a striking contradiction at the heart of male friendships in the UK. While 85% of British men say their friends are among the most important people in their lives, 62% have never told a mate they love them, and a staggering 90% admit they never talk about anything serious.
To challenge this emotional disconnect, Beavertown has partnered with leading suicide prevention charity Campaign Against Living Miserably (CALM) to launch ‘Tell a Mate Why You Love Them’, a nationwide campaign encouraging men to open up to their friends this Valentine’s Day.
A Public Declaration of Friendship in East London
Fronted by real-life friends Joe Marler and Chris Stark, the campaign launched in London with a bold and very public gesture. Rugby star and CALM Ambassador Joe Marler surprised broadcaster Chris Stark by unveiling an 8 x 10 metre sign draped over the Wallis Road bridge in Hackney Wick, near London’s iconic Olympic Park.
The message was simple, heartfelt, and impossible to ignore:
“I LOVE YOU CHRIS STARK – YOUR MATE, JOE MARLER”
The moment marked the start of a wider conversation about male vulnerability, friendship, and mental health.
You can watch the reveal here via Beavertown’s campaign page: https://beavertownbrewery.co.uk/tell-a-mate
Why Talking to Your Mates Matters
According to Beavertown’s research, 67% of men believe their mental health would improve if they could open up more to their friends. Despite this, over half (54%) still feel that expressing love to male friends “isn’t the done thing”.
Joe Marler commented on the launch:
“I love Chris, but I’ve never told him. Hopefully printing it on a massive sign gets the message across. Men care about their mates, but we don’t always say it out loud. Saying ‘I love you’ doesn’t have to be as extreme as I’ve done it, but if you love someone, you should say it.”
The findings echo wider conversations around men’s mental health, an issue frequently explored in our coverage of health and wellbeing and UK social issues.
Banter vs. Real Talk
While 73% of men say they’d like deeper conversations with their mates, 76% admit they hide affection behind banter instead. When men do try to show appreciation, it often comes in indirect ways — buying a pint (39%), an awkward “man hug” (36%), or a fist bump or high five.
To flip the script, Beavertown helped real-life mates across the UK say “I love you” for the first time — in unforgettable ways.
Highlights include:
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A personalised billboard in Streatham from Kofi to his friend Jack
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Hollywood-style letters overlooking Glasgow, as Adam surprised childhood friend Ciaran
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Fake band posters plastered across Camden, sharing love from PJ to his mate Mandeep
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A one-of-a-kind Bradford curry house reveal, where a giant menu banner declared love from Leon to Ryan
Each moment reinforces the campaign’s message: saying how you feel doesn’t have to be awkward — it can be powerful.
CALM on the Power of Friendship
Simon Gunning, CEO of CALM, said:
“Strong friendships can be a lifeline, yet many men struggle to open up to those closest to them. These real-life stories show how expressing appreciation can strengthen bonds and have a positive impact on mental health.”
CALM continues to be one of the UK’s leading voices in suicide prevention and mental health support. More information about their work can be found at: https://www.thecalmzone.net
Free Pints to Get the Conversation Started
From 9–22 February, Beavertown is also giving away 5,000 free pints via the DUSK app, encouraging people across the UK to invite a mate to the pub and say “love you, mate” face to face.
Jochen Van Esch, Managing Director at Beavertown, added:
“Pubs bring mates together, but conversations often stay on the surface. This Valentine’s Day, take a mate for a pint and tell him how you feel — it could make all the difference.”
You can find out more about the campaign and how to get involved at: https://beavertownbrewery.co.uk/tell-a-mate
