Dressed in a superhero mask and cape, Primary 7 pupil Darius, of Kirktonholme Primary School, is helping to carry on the message, launched in June last year, that the classroom is the place where every child can unlock their own superpower.

The campaign has been designed to illustrate the fact that school attendance is the best formula to build the knowledge, confidence, and friendships that can become the building blocks 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 Lynsey Hamilton, Chair of the Education Resources committee: “Just like superheroes need their training to master their powers, so too do our children and young people. Coming to school to learn and to grow is what will allow them to unlock their full potential. 

“Our superhero scientist represents every pupil discovering his or her own formula and shows that being in class can give them not just knowledge, but the life skills needed to thrive.

“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.”

This phase of the #EverySchoolDayMatters campaign follows a summer 2025 launch, which featured P1 superhero, Ellie, also in a cape and mask. 

Both Ellie and Darius will, from this week, feature across a variety of council platforms and social media, on advertising billboards and, of course, in schools where posters, leaflets and bookmarks have been designed to spark imagination and discussion.

Teachers will also receive resources to help them reinforce the message in class.

Added Cllr Hamilton: “Through this positive campaign, featuring children from right here in South Lanarkshire, we hope to call on parents, carers and young people themselves, to support our aim of making sure that children come to school regularly.

“It’s by working with families to support their own young superheroes that we can collectively make sure that Every School Day Matters.”

A dedicated page is now live on the council website, featuring extensive information, support, links, and advice on our campaign, as well as the broader issues affecting attendance.