The ACRI, with support from Overdeck Family Foundation, conducted a mixed-methods study examining more than 5,000 parents' views on education and school absences, and testing messaging to find communication that resonates with and motivates parents to send their children to school in person.
Findings of the study revealed that messaging that chastises parents or only communicates the academic consequences of missing school is no longer effective in a post-COVID era. Messaging with a positive tone and a focus on the benefits of consistent in-person attendance, such as academic, social, and emotional growth, was ranked highest in terms of resonance.
"Chronic absenteeism isn't new to the education sector, but it has significantly worsened since the pandemic. It's clear that the way we've been communicating with families about attendance is no longer resonating," said Lina Eroh, senior director of communications at Overdeck Family Foundation.
Additional key findings include:
- Parents are significantly aware of and generally agree with the benefits of in-person learning, including collaboration, engagement, socializing, and personalized attention.
- Parents view the benefits of in-person school attendance holistically, with academics being only one piece of their child's overall growth.
- Parents—especially those whose children are routinely absent—say they regularly track their children's grades, school performance, and attendance. They tend to believe most absences are acceptable.
- Parents are most trusting of their child's teacher and want to hear messages from them about why class attendance is crucial.
Download the report and toolkit on the ACRI website.
