February 2024

Families First News

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Moments Matter, Attendance Counts

Improving school attendance is everyone’s business and, to tackle the challenge we face, we need to work together. The Government is launching a national campaign to remind parents and carers of the importance of school attendance.

A toolkit has been prepared for schools, but we would like to share this as a useful resource for Families First Partners too.

The purpose of this toolkit is to provide schools with off-the-shelf products they can use to support the campaign and create a national moment around attendance.

The campaign strapline is “moments matter, attendance counts”. Messaging for the communications have been developed from research into parental attitudes, as well as two local authority pilots at the end of 2023.

Campaign messages aim to primarily reach those parents and carers whose children are taking preventable odd days of absence – or “avoidable absence” –
rather than children who face greater barriers to attendance, such as those with long term medical needs or special educational needs and disabilities.

We hope that you will support the campaign by promoting your own messages to parents.

View the Toolkit here


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