“Every Moment Matters,” aims to highlight the positives of schools and support both parents and pupils by acknowledging and addressing the challenges many families face in ensuring regular attendance—particularly in the wake of the pandemic and ongoing cost-of-living pressures.

It highlights key aspects of attending school such as teamwork, life skills, and achievements -using pupils’ own words – describing what they miss when they aren’t at school.

Councillor Michael McBride, Convener of Education, Children and Families, said: “Our schools are working closely with families to offer tailored support around school attendance and to put in place small steps that can make a big difference over time.

"For example, our Family Engagement Support Assistants (FESAs) are making a real difference by helping families overcome barriers to school attendance.

“Through practical support and strong relationships, FESAs are improving communication between families and schools, boosting children's confidence, and helping more pupils attend and thrive in school.

“Regular attendance helps pupils build friendships, learn essential life skills, and grow in confidence.

“It also opens doors to extracurricular activities such as sports, music, and clubs, fostering a sense of belonging and pride.”

The campaign recognises that getting children to school isn’t always easy. To help, schools are offering practical solutions such as breakfast clubs and Future Fridays, designed to make mornings smoother and encourage positive routines.

Parents are also being urged to plan ahead by scheduling non-urgent appointments outside school hours and to maintain open communication with teachers. Reporting absences promptly and discussing any concerns with school staff can make a significant difference.

For children who feel anxious about attending school, the message is clear: staying off can make returning harder.

Families are encouraged to speak to the school as a first step. Staff are trained to listen and provide tailored support to help pupils feel safe and confident.

Additional resources are available through organisations such as Parent Club, ParentLine Scotland, and Enquire, offering advice on overcoming barriers like anxiety and bullying, as well as guidance on educational rights and responsibilities.

The campaign’s core message is collaboration: parents, schools, and communities working together to ensure every child feels supported and valued.

Toolkits supporting the initiative will be sent to all high schools to help them promote it. These include posters for display around the schools, leaflets with information for parents, social media assets, and more.