Parent Club ‘School Attendance Campaign' - Additional Resources

Following the success of the first phase of the Parent Club School Attendance Campaign, which ran for four weeks from 30 October, early results show we exceeded our targets and that the content strongly resonated with parents and carers. 

Building on this momentum, we are keen to reshare the existing campaign assets and are pleased to introduce new social video content. This includes case study films featuring a parent and a student with lived experience of school attendance challenges, expert-led films with teachers from two secondary schools, and content created in collaboration with a Scottish content creator who is also the father of a teenage child. All assets are now ready for use and sharing. 

As a reminder, 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. While this has since improved, with a 2.9 percentage point decrease to 28.5%, absenteeism continues to impact learning, wellbeing, and attainment. 

Developed in response to insight from parents and carers 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 second phase of the campaign relaunched on Monday 12th January and will run across digital and social channels, alongside content creator collaboration. 

Additional Assets Available 

New resources include: 

• Dad and creator @howeydon shares simple, supportive tips for parents struggling with school attendance, reminding them they’re not alone. 
• Teacher – Catherine Ferguson: Deputy Head Teacher Catherine Ferguson explains that supporting school attendance starts with building strong relationships with children and parents. 
• Parent – Heidi: After feeling helpless when her child couldn’t attend school, Heidi asked the school for help and encourages other parents to speak up and seek support. 
• Student – Kelsey: After time off school due to illness, Kelsey returned to school with support and encourages others to talk to someone at school they trust. 

Levenmouth School Social Films

• Teacher Ewan Henderson offers advice to parents whose child may be struggling to attend school and explains how small steps can make a big difference.
• Guidance Teacher Victoria Nicoll shares ideas on how schools can work with parents of children who have been unable to attend school for some time but are keen to return. 

Top Tip social post: How parents can talk to their child when school doesn’t feel important to them. 

All other campaign assets can be found via the SG Communications Resource Centre - School Attendance 

Please continue to 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, Instagram, and Facebook 
• Add the following hashtags to your School Attendance comms: #School Support, #ScotlandParents, and #YouAreNotAlone 

Thank you for your continued support, and we would welcome your help in amplifying these resources through your channels.