Scottish Government
The Scottish Government launched a national multimedia campaign in October 2025 aimed at supporting families and school communities to improve school attendance and address the root causes of persistent absence. The campaign highlights that too many children and young people are missing significant amounts of school and underscores the importance of regular attendance for learning, wellbeing, relationships, and future opportunities. It promotes practical guidance and support resources available through Parent Club for parents and carers to help them engage positively with schools and talk with their children about attendance challenges. The campaign also encourages schools and local authorities to work collaboratively with families to understand and overcome barriers to regular attendance.
The campaign is delivered across TV, radio, outdoor and digital media platforms and is intended to complement existing Education Scotland guidance and local authority efforts to support attendance improvement.
Dumfries & Galloway Council Media Campaign
In 2025 and into 2026, Dumfries and Galloway has supported the wider Scottish Government’s school attendance media campaign, which aims to raise awareness of the importance of regular attendance and help families overcome barriers to full participation in education.
Locally, Dumfries and Galloway schools and the Council’s have aligned communications with the national campaign’s themes, emphasising early engagement, supportive partnerships with families, and the need for collaborative action where pupils are struggling to attend regularly. These efforts complement the authority’s own attendance guidance and resources for parents and carers, and support schools in strengthening positive attendance cultures across the region.
The campaign reflects a shared commitment to helping all children and young people in Dumfries and Galloway access their education consistently, understand the value of every school day, and receive the support they need when challenges arise.
