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. The campaign was developed in response to insight from parents and carers. It 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.

Updated information and advice is available at Parent Club, including guidance for parents on how to work together with schools to improve attendance.