Dana White has stirred things up on social media plenty of times. But he's never seen a reaction like this.
The UFC boss has been floored by the response he's seen since sharing a video of Keaton Jones, a young boy who spoke out in gut-wrenching fashion against the bullying he's suffering at a Tennessee school.
The vision, which shows Keaton with tears streaming down his face as he talks about being too scared to go to lunch, is incredibly moving.
"Why do they bully? What's the point of it? Why do you find joy in taking innocent people and finding a way to be mean to them? It's not OK," Keaton says.
"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."
