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Help Support the New School Attendance Campaign from Parent Club
Too many young people in Scotland are missing school for reasons that can be tough on them and their families. To help tackle this, Scottish Government’s Parent Club has launched a new School Attendance campaign today, 30th October.
School Attendance Matters
School absenteeism remains a significant challenge across Scotland. In 2023/24, 31.4% of pupils were persistently absent, missing 10% or more of the school year. Although there has been a slight improvement since 2022/23, the issue continues to impact learning, wellbeing, and attainment.
About the Campaign
Developed in response to insight from parents and carers, the campaign also involved consultation with schools, Education Scotland, Directors of Education, LA’s, attainment advisors, and Ministers to ensure a wide range of perspectives.
The campaign recognises that many families face complex challenges, from mental health and social pressures to questions about the value of education. Parents told us they often feel blamed or isolated; this campaign focuses on understanding, support, and practical help.
The creative has been tested extensively and resonates strongly with parents and carers, striking the right balance between the experiences of young people and their families.
Updated information and advice is available at ParentClub.scot — including guidance for parents on how to work together with schools to improve attendance.
You can view the School Attendance Film via YouTube here
Campaign Details
The School attendance campaign is aimed at families across Scotland, and runs from 30th October to 30th November. The campaign will be live on TV, radio, outdoor and digital (Facebook, Instagram, X, TikTok), with regional and national media coverage.
Partner Resource Centre
The School Attendance Stakeholder Toolkit contains the following resources:
- Key messages
- 30” ad (with/without subtitles)
- Social media images and videos
- Posters in multiple accessible formats and languages
- Leaflets, web/email copy, and expert films
All campaign assets can be found via the SG Communications Resource Centre - School Attendance
How You Can Help
- Share campaign assets across your channels
- Include editorial copy in newsletters or blogs
- Encourage families in your networks to visit the Parent Club website
- Follow and share Parent Club content on X/Twitter, Instagram, and Facebook
- Add the following hashtags to your School Attendance comms: #SchoolSupport, #ScotlandParents, and #YouAreNotAlone
Together, we can help more families get the support they need. Thank you for your continued support.