Kirktonholme Primary School pupils Darius, Ethan, and Ellie helped Councillor Lynsey Hamilton to spread the word that the classroom is where every child can unlock their own superpower.

The trio met with the Education Committee Chair in Hamilton, where billboards and adverts featuring them have been on display in recent weeks.

Declaring that 'Every School Day Matters', the campaign has been designed to illustrate that school attendance unlocks the formula for building the knowledge, confidence, and friendships that can become skills for life.

And it comes in support of a Scottish Government commitment to improve attendance across all sectors, to boost attainment, outcomes, and prospects for every young person.

South Lanarkshire attendance figures show that pupils who attend regularly - around 90% or more of the time - are more likely to achieve better results and build stronger social and emotional skills than those who come to school less often.

Said Councillor Hamilton: “Our campaign has been designed to focus on varied areas of school life, from the playground to the classroom, to the sports pitch, as we know that each pupil - and what motivates them - is different.

“Education is not just about achievement, but about the social, emotional and practical skills that are built in our schools every day.

"Coming to school to learn and to grow is what will allow every child to build resilience and unlock their full potential.

“We believe in this message and hope that the campaign can play a part in reinforcing it with parents, carers, and families across South Lanarkshire. 

“In fact, it's by working with families to support their own young superheroes that we can collectively make sure that every school day really does matter."

This phase of the #EverySchoolDayMatters campaign follows a Summer 2025 launch, aimed at Early Years and the P1 intake, which also featured infant superhero Ellie and football fan Ethan.

A dedicated page is live on the council website, featuring extensive information, support, links, and advice on our campaign.

Through the page, families can also link to a range of information, including current lunch menus and agreed holidays, as well as financial supports and resources specific to Emotionally Based School Non-Attendance (EBSNA).