Successful school attendance campaign returns for a second year

The Little Heroes campaign, with features like Helpful Bear, has helped boost attendance and reduce lateness in schools

Launched in 2024, the initiative has already made a significant impact, helping to boost attendance, reduce lateness and support pupils’ wellbeing across the county’s primary schools.

The campaign focuses on tackling school absences linked to mild illness and emotional barriers such as anxiety, using creative resources and positive reinforcement. The children participating in the campaign have an absence rate 1.8% lower than the national average, equating to over 100,000 more attended schooldays.

As part of the refreshed offer, a brand-new Helpful Heroes workbook for Key Stage 2 pupils has been developed. It builds on the much-loved Key Stage 1 version and includes age-appropriate mindfulness activities - all continuing the fun and engaging superhero theme that children have connected with.

This year also introduces a cuddly new character, ‘Helpful Bear,' a soft toy companion designed to help children share their feelings. Used during circle time, Helpful Bear comes with a special backpack where pupils can place written notes if they’d rather not speak out loud.

Janet Higgins, Cabinet Member for Education and SEND at Staffordshire County Council, said:

“It’s fantastic to see our award-winning Little Heroes campaign returning for a second year, and with even more creative support for pupils and schools.

“We know that emotional wellbeing plays a big role in school attendance, and this campaign is helping to tackle those challenges in a way that children truly connect with.

“The new resources, especially the Helpful Heroes workbook and the new Helpful Bear, are brilliant tools for encouraging children to talk about how they’re feeling and understand that it’s okay to worry sometimes.

“Every child deserves the best chance to learn, grow and thrive, and Little Heroes is making a real difference in helping pupils feel confident and ready for school each day.”

Helpful Bear has already been trialled at Heath Hayes Academy in Cannock, where he’s made a big impression.

Donna Evans, Designated Lead for Safeguarding and Inclusion at the school, said:

“Helpful Bear has been a fantastic addition to the campaign. It’s not always easy for children to talk about their feelings, but the bear has really encouraged them to open up - whether during circle time or quietly, using the backpack.

“The children love him! He’s very cuddly and we’ve made him a permanent resident in our school library so pupils know where to find him if they need comfort or want to share a worry.”

The Little Heroes campaign will continue to provide participating schools with engaging resources and practical tools, all designed to reinforce the message ‘Here, Every day, Ready, On time,' while giving pupils the confidence and support they need to succeed.

Watch school children talk about Helpful Bear and the Little Heroes campaign.