The internet, led by UFC bigwig Dana White, has rallied behind a bullied kid after he made a tearful plea on social media.
Keaton Jones' now-viral video was filmed by his mum, who had come to pick him up from school because he was too scared to go outside for lunch again.
The clip, which shows Keaton trying to fight back tears as he wonders why he gets picked on so much, particularly struck a chord with the president of the UFC, who retweeted it to his followers.
"Meet Keaton Jones, a very smart little boy who is being bullied at school," White wrote. "This video is heartbreaking!
"I want to bring Keaton to Vegas and hang out at UFC headquarters. If anyone knows how I can reach the family, please let me know."
White's plea has resulted in an outpouring of support from a number of sporting legends and Hollywood A-listers.
Keaton's original video, which was posted to his mum's Facebook account, has since been viewed more than 18 million times, with many praising the young boy for articulating just how damaging bullying can be.
"Why do they bully? What's the point of it?" Keaton tearfully asks. "Why do you find joy in taking innocent people and finding a way to be mean to them? It's not OK.
"They made fun of my nose. They call me ugly. They say I have no friends. [They] poured milk on me and put ham down my clothes, threw bread at me.
"I don't like that they do it to me and I sure don't like that they do it to other people because it's not OK. Some people are different, they don't need to be criticised about it.
"It's not their fault.
"But if you are made fun of, don't let it bother you... it's hard but it will probably get better one day."