A candid video of a Tennessee 6th-grader reflecting on the cruelty of his school tormentors has sparked a massive groundswell of support, including a GoFundMe campaign, celebrity shout-outs, and talk-show appearances.

Kimberly Jones recorded the video of her son Keaton describing daily harassment from bullies when she picked him up from school at lunch on a recent Friday and posted it to Facebook. In less than a week, it was viewed more than 11 million times and sparked offers to attend University of Tennessee Volunteers games, an appearance on “CBS This Morning,” and several other opportunities.

This is Keaton Jones. He is amazing. I hope those who bullied him get what’s coming to them. And soon. pic.twitter.com/qgRObI0rto

— Jamie O’Grady (@JamieOGrady) December 9, 2017

“Just out of curiosity, why do they bully? What’s the point of it?” Keaton asked his mother in the video. “Why do you find joy in taking innocent people and finding a way to be mean to them? It’s not ok.”

“What do they say to you?” the boy’s mother responded.

Keaton has a slight facial deformity and a scar on his head from birth.

“They make fun of my nose. They call me ugly. They say that I have no friends,” he said.

“What did they do to you at lunch?” Kimberly Jones asked.

“Poured milk on me and put ham down my clothes,” Keaton said. “Threw bread at me.”

“Is it just you?” his mother asked. “Or is it other kids who feel that way?”

“They say it to other kids too,” Keaton said.

“How does that make you feel?” she continued.

“I don’t like that they do it to me and I for sure don’t like that they do it to other people,” Keaton said. “Cause it’s not ok.”

“People that are different don’t need to be criticized about it. It’s not their fault. But if you are made fun of, just don’t let it bother you,” the boy said, tears streaming down his cheeks. “They suck, I guess. It’s hard.

But it will probably get better one day.”

Jones attends Horace Maynard Middle School in Maynardville, Tenn., north of Knoxville, according to NPR.

The emotional video quickly drew a flood of responses online, including several from celebrities, sports stars, and A-list singers and actors. NASCAR’s Dale Earnhardt Jr., Fox host Sean Hannity, rapper Snoop Dogg, Donald Trump Jr., Katy Perry, Justin Beiber, LeBron James, and numerous others offered words of encouragement or offers for visits.

Keaton and his mother appeared on CBS This Morning, where the boy said he’s excited his misery turned into something “that could actually change the world.”

The outpouring of support for Keaton is a heartwarming lesson in humanity, and it highlights the much harder challenge of changing school culture and the perspective of students to end bullying.

James Davison Hunter, sociologist and founder of the Institute for Advanced Studies in Culture at the University of Virginia, reflected on the issue in his book The Tragedy of Moral Education in America.

“The task of educating children means teaching them the larger designs that could give form and focus to their individual aspirations, so they can come to understand not only how to be good but why,” Hunter wrote.

A lesson plan from The Jubilee Center for Character and Virtues helps students cultivate friendliness and civility, and learn “to accept and praise the right words and deeds of others, whilst rejecting and resisting those that are harmful to themselves or others.”