Tell him not to give up hopes and to give it some more tries. Remind him that there's more to life than one person's nonacceptance and that there's a large ocean out there with plenty of fish in it.
What I would definitely NOT encourage him to do is
1. To read John Keats
2. To listen to songs with heartbreak-lyrics.
Edit : Manual labor/workout help to a great extent as well.
Let him know that you are there to listen if he wants to talk. Hopefully you know some young pretty girl (or guy as the case may be) you can set him up with to try to help him take his mind of the scag that wont go out with him. And...give him a scone...which are known as biscuits in the U.S.