SALT LAKE CITY (KUTV) — Three years ago, Joe Tuia’ana made headlines for a heroic act of compassion — pulling over on an I-15 overpass to help save a stranger on the verge of taking his life.
“I just opened my arms to him and started walking slowly toward him, and the first thing that came to my mind was, ‘I love you, bro,’” Joe said. “And I just said it over and over until I loved him off the ledge.”
That single moment, defined by four powerful words — “I love you, bro” — sparked something much bigger. Today, it’s a full-blown movement.
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“Now it just means just so much more,” he said. “It’s changed my life forever.”
Joe turned that life-changing experience into a mission: The I Love You, Bro Project, a nonprofit focused on men’s mental health and suicide prevention.
“Men are 80% of all suicides,” Joe said. “There’s nothing out there for men. I found how bad it was, and I thought, ‘I think I can do something about this.’”
Now, he hosts free weekly support groups and workshops across Utah, offering men a safe space to talk, connect, and be reminded of their worth.
“Bring your challenges, bring your beautiful brokenness, and let’s talk about this,” he said. “We remind guys how freaking awesome they are.”
For Joe, this has become a new purpose — second only to being a dad. The single father of three daughters said they’ve been by his side since day one — helping bake cookies, set up chairs, and build the grassroots support group into a growing community.
“To think we started with just a few people and now we have ten groups. It’s overwhelming. I’m so thankful to have my kids involved,” he said through tears.
As demand grows, so does the need for funding. That’s where KUTV and Mountain America Credit Union stepped in — to Pay It Forward and offer a Joe with a small donation to support his growing movement.
Joe, speechless, simply responded: “I never expected this.”
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