I Love You Mate: Why We’re Asking Men to Say the Hardest Words First

At Reboxed, ‘belief in action’ isn’t a slogan. It’s how we show up.

The truth is, the most important things we throw away aren’t devices.

They’re connection.
They’re conversation.
They’re compassion.

Moments where we could show up for someone and don’t. Men especially.

For us, this has never been just about devices. It’s about people. It’s about the community who buy from us, follow us, and trust us.

We believe in connection, because everyone deserves to feel seen and supported.
We believe in conversation, because talking openly is how we break the silence that hurts so many.

"And we believe in compassion, because being human comes before anything we sell.

So this year, we chose to use our platform for something bigger than Black Friday.
November isn’t just about sales, it's a moment to open the door on men’s mental health.

That’s why we created I Love You Mate: a movement built around the hardest words men struggle to say, and the ones that matter most when they’re spoken.

Watch the I Love You Mate video

Why This Campaign Exists

Men are struggling. Quietly. Invisibly. Behind careers, families, friendships, group chats there’s a silence that runs deep.

• 8 million men in the UK experience loneliness at least once a week
• Nearly half say they can’t confide in their friends
• Three in four suicides are men

Those numbers aren’t dramatic. They’re devastating. And in that gap between “I’m fine” and “I’m not coping,” too many men fall.

This isn’t about being sad. It’s about being human in a world that tells men not to be.

The Film: Three Words Men Aren’t Taught to Say

For the hero film, we invited real men - not actors, into a room and gave them a simple brief:

Call a mate and tell him “I love you.”

No script.
No prompts.
No second takes.

The reactions say everything:

• laughter masking nerves
  
• long silences before the call connects
  
• emotion sitting heavy in their throats
  
• the relief when the words land and someone says them back
  

It’s awkward, messy, beautiful. Honest in a way men rarely get to be.

Because vulnerability is uncomfortable and that’s the whole point. You can’t change a culture by whispering. Sometimes you need to say the thing out loud.

Why Reboxed? Why This? Why Now?

And if we’re going to talk about upgrading anything, let’s start with the relationships that actually make life worth living.

We spend all year helping people make smarter choices around tech. But this was a moment to help people make a smarter choice with their voice.

This is not about marketing or moments. We are using our platform to support the people in our community, the people who follow us, buy from us and trust us.

Because phones aren’t for life. Mates are.

A Word from Phil, Co-Founder of Reboxed

“We wanted Black Friday to stand for something more meaningful this year. As a man, I know first-hand how easy it is to hide the mental strain and how hard it is to speak honestly about it. That’s why this campaign is simple: connection over consumption.

Yes, we sell phones but phones aren’t for life. Friends are.

Saying ‘I love you, mate’ might feel awkward, but it can be the spark that opens a real conversation. If three simple words can make a man feel seen, supported, or less alone, then this campaign has done what it needed to do.”

If You Need Support, Start Here

If this film stirred something in you - good. If it nudged you. If it hurt a bit. if it made you realise you want to text someone you miss, even better.

And if you're struggling or someone you know is, here are places that can help:

Men’s Mental Health Communities

• CALM (Campaign Against Living Miserably) – https://www.thecalmzone.net/
• Andy’s Man Club – https://andysmanclub.co.uk/
• Men Who Talk – https://menwhotalk.org/
• Movember Mental Health Resources – https://uk.movember.com/mens-health/mental-health
• ManUp – https://www.manup.how/
• Mates In Mind – https://www.matesinmind.org/
  

If it’s urgent

• Samaritans (24/7): 116 123
  
• Call 111 NHS Urgent Mental Health Helpline
  

What You Can Do Today

(Whether you’re a man, friend, parent, partner, or colleague)

Make the call.

One mate. One message. Three words.

Check on the strong one.

They often need it the most.

Ask “How are you really?”

And be ready to hear the real answer.

Set a reminder.

Weekly, monthly connection shouldn’t depend on mood.

Share your own struggles.

When you open up, you open a door for someone else.

Tools That Live on Your Phone and Actually Help

Your phone can be part of the problem
Or part of the solution

Here are apps that genuinely support mental wellbeing and make it easier to check in with yourself and others:

Calm

https://www.calm.com
For breathing, anxiety, sleep and grounding.

Headspace

https://www.headspace.com
Meditation, mindfulness and stress reduction.

Stoic

https://stoicroutine.com
Daily mental fitness, reflection and emotional tracking.

Day One

https://dayoneapp.com
Simple guided journalling and mood awareness.

Moodnotes

https://www.thriveport.com/moodnotes
Track how you feel and build healthier thinking habits.

Not OK App

https://www.notokapp.com
Tap a button to instantly alert trusted contacts when you need support.

Youper

https://www.youper.ai
AI assisted emotional support, CBT tools and coping strategies.

WorryTree

https://www.worry-tree.com