After the death of British student Jamal Ottun, his friends and family set up a social media campaign to get a tribute to the teenager from Drake, his favourite musician.
The 17-year-old, a pupil at Wallington County Grammar School in Sutton, London, died on a rugby tour in Vancouver Island, British Columbia, last week.
Tributes poured in for Ottun, and a Facebook page was set up to honour him. His headteacher described him as a "popular and talented" student.
still not enough, but RIP bro much love💚
According to Ottun's loved ones, he was a huge fan of Drake and spoke about the rapper often.
These are messages I will miss❤️
His friends and family decided that one way they would honour the teen would be to get the attention from Drake and request a tribute.
Since then, the rapper's Instagram comments and Twitter account have been flooded with the hashtag #DrakeNoticeJamal.
how's he not noticed?!!! Big up everyone supporting though you're all good people🙏🏿🙌🏿 #DrakeNoticeJamal @Drake
Over the past few days, more than 30,000 tweets have been sent using #DrakeNoticeJamal from people across the world.
Whether you knew him or not pleasee, let's all work together #DrakeNoticeJamal #DrakeNoticeJamal #DrakeNoticeJamal
Yesterday, the hashtag trended in the UK. Several British celebrities, such as actor Tyger Drew-Honey, joined the campaign.
#DrakeNoticeJamal x
Many celebrities have paid tribute to the loss of their fans on social media before, including Beyoncé and Lady Gaga. But supporters of the campaign are unsure whether Drake will respond.
Yesterday there were 2,000 comments, today there's over 6,000 and the majority being #DrakeNoticeJamal - is he blind
Regardless, many others have said that even if Drake doesn't respond, the campaign was one of the most heartwarming things they'd seen in a long time.
even if he doesn't end up recognising our efforts this is easily the most impressive n heartwarming thing i've seen online #DrakeNoticeJamal
Update: On Monday evening, Drake responded to the campaign by posting a tribute to Jamal on his Instagram.
Upmost respect for Drake! #DrakeNoticeJamal 🙏🏽
OH MY GOD!!!!! @Drake #DrakeNoticeJamal
An amazing effort from everyone for clearly an amazing person, Respect #DrakeNoticeJamal
drake finally noticed jamal the power of social media is great #DrakeNoticeJamal
the way people came together to make #DrakeNoticeJamal happen is awe-inspiring