Keenan Watkins of North Vernon, Indiana put his pride on the line when he walked into a Goodwill store with a baby doll strapped to his cart, but the story behind the odd scenario is deeply touching – and it’s going viral for all the right reasons.

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Goodwill employee Sadie Collins was working the day Watkins and his doll walked in, and she later wrote about the encounter on Facebook. Her post wound up being published by Love What Matters and was discovered by Watkins, who then used the page to explain himself. Readers immediately rallied around him with support, and commended him for sharing the special meaning the baby doll carried.

Read the full story below, and share your thoughts in the comments! (h/t: Love What Matters)