Department for Education
When Is a Child Too Ill for School?
During the winter months, coughs, colds and flu circulate widely across the UK. But in December 2024, new data showed parents were increasingly unsure when it was appropriate to keep children at home.
In cities such as Plymouth, illness-related school absences had risen 47% compared to pre-pandemic levels, highlighting the growing need for clear and trusted guidance. The Department for Education asked us to help deliver that message directly to the communities where the issue was most acute.
The result
Pieces of national coverage
Pieces of broadcast coverage
Audience reach
A Local Approach to a National Issue
Rather than treating this as a single national story, we built the campaign around the regions most affected by rising illness absences.
Our focus areas included Derbyshire, Nottinghamshire, Plymouth, Brighton and Greater Manchester, allowing the campaign to speak directly to parents in communities where attendance had been most impacted.
By using regional school absence data and tailoring each pitch to the local picture, the story felt relevant and immediate rather than distant government advice.
Trusted Voices Parents Recognise
To provide clear and credible guidance, we worked with NHS GP and broadcaster Dr Radha Modgil, who explained when children should stay home and when they are well enough to attend school.
Her advice helped reassure parents, reduce unnecessary absences and reinforce the importance of school attendance for children’s learning, confidence and long term development.
Bespoke Pitches Built Around Local Data
Because the campaign focused on specific regions, every pitch was tailored to the area it was sent to.
Local absence figures and regional news angles ensured each story landed with relevance. Where possible we prioritised local voices and context, helping stations speak directly to the concerns of families in their area.
