One afternoon, Joe Tuia'ana and his daughters came across a man in a suicide crisis. As Joe frantically thought about what he could do to help the man, he said a quick prayer:

“Please, PLEASE let this man know he’s loved.”

Joe had the feeling to open his arms to the man, as if to give him a hug, and he began to slowly walk towards him. Through tears, the only words Joe could offer the man were,

“I love you, bro.”

Joe loved the man off the ledge and they sat and held each other, crying, all while Joe repeated the words: “I love you, bro".

That moment turned into a movement called the

i love you, bro PROJECT.