Phoenix launches 'Attendance Matters' campaign to curb chronic absenteeism

City staff and Valley of the Sun United Way representatives introduced Attendance Matters Phoenix, a citywide initiative to reduce chronic absenteeism through coordinated messaging, district-level supports and community partnerships. "Attendance Matters Phoenix is our newest citywide initiative that closely aligns with Valley Sun United Way's attendance matters efforts," Youth and Education Office Director Tim Valencia said, describing a social media toolkit, multilingual materials and alignment with school-based events.

Valencia and Don Gerondo, community development director at Valley of the Sun United Way, presented data showing statewide chronic absenteeism at 24% for 2025 and a Phoenix average that fell from about 30% in 2022 to 22.5% in 2025, with elementary district rates ranging from roughly 10% to 34%. Staff emphasized early intervention through school-based attendance teams and community resource connections; the city also will offer incentives for Head Start families, including monthly drawings and up to 300 annual Phoenix Children’s Museum passes to encourage consistent weekly attendance.

Council members pressed staff on measurement and equity. Councilman Hernandez said higher absenteeism at Phoenix Union disproportionately affects Black and brown students and linked fear of immigration enforcement to attendance declines; staff said the initiative emphasizes culturally responsive outreach and partnerships with trusted community organizations to reach families. Officials said district-specific performance metrics will be developed as the campaign identifies target districts and partners.