Hide it from them. When you get it take it out when your around them but anywhere else leave it in.
Ok. First, Tell him in a very serious way that.. You don;t like that and it hurts your feelings. But if that doesnt work then he obviously doesn;t give a crap what you say and he doesn;t care so you would have to just break up with him.
Tell him you like him. That's the best thing to do..