JOHNSTOWN, N.Y. (NEWS10)-- To start the Knox Middle School's new "Kick It Up A Knox" initiative, Buffalo Bills tight end, Dawson Knox, gave students a personalized message on Friday. According to the Greater Johnstown School District, the message highlighted the school's new attendance and positive behavior campaign.

The new initiative aims to encourage students and motivate them to prioritize good attendance and exhibit positive behaviors in the new school year. In a collaborative effort by initiative leaders Nicole Panton, Tracy Ringer, Karlene Peck and teacher Megan Morreale, they reached out to the Bills organization and asked if Dawson Knox would be interested in participating, due to the school and the tight end sharing a name.

He accepted, and the leaders kept the video as a secre

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