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A mother’s heartbreaking video of her tearful son recounting being bullied at school has gone viral and found support from celebrities including Millie Bobby Brown, Cardi B, Rihanna, Victoria Beckham, Jaimie Alexander and Snoop Dogg.

The video of Keaton Jones, posted by his mother, Kimberly Jones, on Facebook on December 8 was taken after Jones picked up her son because he was too afraid to go to lunch.

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In the social clip, he asks, “Just out of curiosity, why do they bully? What’s the point of it? Why do they find joy in taking innocent people and find a way to be mean to them? It’s not OK.”

After telling his mother that he’s not the only person being bullied at school, he said, “I don’t like that they do it to me, why do they do it to other people? It’s not OK. People that are different don’t need to be criticised about it. It’s not their fault.”

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The post, which has had more than 18 million views and over 350,000 shares, has sparked a crowdsourcing page for Jones’s future education - the current total is some $29,000 - and high-profile stars to praise the student for speaking out against bullying.

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Stranger Things star Millie Bobby Brown reached out to Jones via Twitter: “Keaton, this is so accurate. Why do people do this?”, while fellow actress Jaimie Alexander, tweeted, “Keaton Jones. You sweet soul. You sweet, beautiful soul. You are perfect just as you are. Inspiring and brave. Courageous. Loved beyond measure.”

Hip-hop chart-topper Cardi B shared a photo of Jones on Instagram and wrote, “If you are a parent or somebody's big sis or big bro show your kids this video and show them why they should not bully others!” Rihanna added, "Thank you young KING for inspiring us all who have been in your shoes at any capacity!," while Snoop Dogg also posted on Instagram alongside a photo of Jones that read, “Say lil man you gotta friend in me for life hit me on DM so we can chop it up, love is the only way to beat hate.”

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Marvel Comics actor Chris Evans added, “Stay strong, Keaton. Don’t let them make you turn cold. I promise it gets better. While those punks at your school are deciding what kind of people they want to be in this world, how would you and your mum like to come to the Avengers premiere in LA next year?” Mark Ruffalo chimed in, “You got a pal in the Hulk”, before adding, "Will you be my guest at the premiere of Infinity War too?"

Victoria Beckham, meanwhile, touched upon her own experiences as a child via an Instagram message she reposted from her son, Cruz: "As someone who was bullied this hurts and makes me cry. Sending so much love to this brave young man."

The outpouring of support follows November's anti-bullying month, which saw DSquared2 designers Dean and Dan Caten found the "Be Cool Be Nice" foundation set up to tackle online bullying and support victims. Princess Beatrice hosted an event to fete the campaign which has long been close to the twins' hearts, while a fashion range to raise awareness and encourage people to think before they comment online is still on sale.

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