Buffalo, NY (WKBW) The City of Buffalo, AT&T, a group of high school students and Derek Roy of the Buffalo Sabres are teaming up to send an important message, "That bullying is bad, bullying hurts and bullying does damage in our community.", said Buffalo Mayor Byron Brown at the taping of an anti-bullying commercial on Thursday. The taping inside the First Niagara Center was scheduled months ago but the message it sends has a renewed sense of urgency after the recent suicide of a Williamsville North High School student who was relentlessly bullied. "I feel like it's a wake up call and it's something we can look forward to in the future and stop and prevent bullying now.", said Isis Kay, a student who helped shape the slogan for the commercial, "Buffalo Bulldozes Bullying." The P.S.A. will be formally unveiled in October.