About the campaign

Why are we running a school attendance campaign?

Across the UK, we are seeing a drop in attendance rates and attendance in Staffordshire schools is down by 2.3% compared to previous years.

We know that many schools are running their own great initiatives to boost attendance, but we feel that there is a real benefit in running a unified campaign across Staffordshire to support students and schools. 

For this reason, this October, we are trialing our 'I'm Here' campaign to support secondary school students, to selected schools across the county. Before it’s official launch in January 2026.

What is the I’m Here campaign? 

We know that one of the main reasons for low school attendance is students missing school due to mild illness or anxiety.

Students told us that when they're finding it hard to attend school, the biggest factor that keeps them going is having a trusted relationship with a teacher or member of staff— someone they know they can turn to at school.

That’s why our campaign calls on school staff to actively open up conversations with pupils and be alert to the early signs of anxiety.

Campaign videos 

When we spoke to young people about what type of messaging resonates with them, they told us they’re most engaged by short, powerful videos – something they’ll watch, share, and talk about with friends.

In response, we’ve worked closely with Staffordshire students to co-produce two impactful videos that reflect their real experiences and voices.

• The first video highlights why school matters to them personally, with young people sharing their reasons for showing up.
• The second video takes a deeper look at mental health, emphasising that it’s okay to talk, and that someone is here to listen. It encourages staff to open the conversation and encourage students to seek help when needed.

Both videos feature real students from across Staffordshire and were filmed at Stafford Manor High School.