17 year old Jamal Utton of Sutton, London passed away during a rugby tour of Vancouver Island, British Columbia. He was a huge fan of Drake, and his friends and family started the #DrakeNoticeJamal hashtag on social media hoping the rapper would pay tribute to their lost loved one.
After over 30,000 Tweets, comments and posts, Drake uploaded a photo of Jamal to his personal instagram page with a caption: "Heard this young man was a big fan. Rest In Peace Jamal. Watch over me from way up above!" Jamal's Twitter following, strangers touched by the campaign and his circle alike, have been tweeting their thanks since Drake's post went up.