London men tell their mates ‘I love you’ for the first time in public billboards Submitted by daniel on Thu, 12/02/2026 - 07:40 Picture Image New research commissioned by Beavertown has found that while 87% of Londoners say their friends are some of the most important people in their lives, over half (54%) have never told a mate they love them. To address this, Beavertown has partnered with suicide prevention charity Campaign Against Living Miserably (CALM) to lauch ‘Tell a Mate Why You Love Them’ this Valentine’s Day. Fronted by real life friends Joe Marler and Chris Stark, the nationwide campaign challenges men to get past the discomfort and say how they really feel. Read more about London men tell their mates ‘I love you’ for the first time in public billboardsAdd new comment