Keaton asked his mother to record his message - video of it has been viewed 16 million times on Facebook.
Bullies suck, but sometimes the best way to deal with them is to call out their deplorable actions in public. "No reason people should treat him this way!" one wrote.
Soon, though, the video took on a life of its own.
The Facebook video has gotten more than 17 million views and has since been shared more than 350,000 times, with many people praising the fearless boy for speaking out against bullying.
At some point, the video migrated to Twitter, where it was shared and watched by hundreds of thousands more - including scores of athletes, celebrities and public figures, who said Keaton's raw distress had struck a nerve with them.
Even Millie Bobby Brown - Eleven on Stranger Things - chimed in (and we're including her here because eating all the waffles, fighting Demogorgans and lifting stuff with your brain all qualify as sports).
San Francisco 49ers, Jimmy Garoppolo top Houston Texans for second straight win
If Shanahan had simplified the offense for Garoppolo and played him sooner, the 49ers might have won another game or two. Yates after that, though Savage still attempted to run onto the field and had to be pulled back by team personnel.
The video gained the attention of the Tennessee Titans, which gave the family tickets to a game, and offensive tackle Taylor Lewan offered his services as a bodyguard.
He says he is not the sole victim of bullying at his school, and that other kids are targets too.
Tennessee Volunteers Tyler Byrd says he plans to visit Jones's school with some of his teammates on Tuesday.
After a video of a young man named Keaton Jones went viral several days ago, White wanted to find the young man to reach out and see how he could help.
"Friends, overwhelmed is the understatement of the world right now", Kimberly Jones wrote on Facebook on Saturday afternoon.