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.
According to Ottun's loved ones, he was a huge fan of Drake and spoke about the rapper often.
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.
Over the past few days, more than 30,000 tweets have been sent using #DrakeNoticeJamal from people across the world.
Yesterday, the hashtag trended in the UK. Several British celebrities, such as actor Tyger Drew-Honey, joined the campaign.
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.
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.
Update: On Monday evening, Drake responded to the campaign by posting a tribute to Jamal on his Instagram.
Rossalyn Warren is a senior reporter for BuzzFeed News and is based in London.
Contact Rossalyn Warren at email@example.com.
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