Columbia, SC (WLTX) - Add South Carolina basketball coach Frank Martin's name to the growing list of people offering support to a bullied boy from Tennessee who's led to a national discussion about bullying.

Keaton Jones' mother, Kimberly Jones, filmed him crying in the passenger seat of a vehicle after she said she picked him up from school "AGAIN" because he was afraid to go to lunch. "Keaton asked to do this," Jones wrote in a Facebook post.

In the video, Keaton said other students made fun of the way he looks, poured milk on him, put ham down his clothes and said he had no friends.

"People that are different don't need to be criticized about it," Keaton said. "It's not their fault. But if you are made fun of, just don't let it bother you. Stay strong I guess. It's hard. But it'll probably get better one day."

As of Sunday evening, Keaton's video had more than 18.5 million views and had been shared more than 369,000 times on Facebook. His message resonated with an eclectic mix of celebrities, who responded by condemning bullying, sharing their own experiences and lauding Keaton for his courage.

Since then, the Tennessee Vols football team and celebrities across the country have offered up their support.

Martin was asked if he could help, and this is what he said:

"This is so sad and so powerful," Martin wrote: I am going to try and get him in our locker room when we go to Knoxville."

USC travels up to Knoxville on February 13.