Originally developed by Staffordshire County Council, Little Heroes encourages children to be ‘Here Every Day, Ready and On Time’ through fun, engaging resources and positive reinforcement. The campaign's Helpful Heroes characters also help children build confidence, manage worries and develop positive attitudes towards school.
Following its success, Walsall Council has partnered with Staffordshire County Council to pilot the scheme during the 2026/27 academic year, with 15 schools taking part across the borough.
One of the schools participating in the pilot is Brownhills West Primary School. Jon McNamee, Headteacher, said, “We are very excited to be part of the Little Heroes campaign.
"At Brownhills West, our values are rooted in Belonging, Ambition and Responsibility. The Little Heroes campaign will only strengthen our culture by helping every child feel seen, supported and proud of attending our school.
"It's a positive, child-friendly way to promote strong habits, deepen relationships with families, and ensure every child has the best chance to learn, grow and thrive."
“ We know children achieve their best outcomes when they attend school regularly and feel safe, supported and included in their school community. That's why improving attendance and emotional wellbeing remains a key priority for us.
Councillor Lisa Jones, Portfolio Holder for Children, Education and Skills
We're delighted that 15 of our primary schools are piloting the Little Heroes campaign. By working together with schools, families and partners, we can help more children develop positive attendance habits, strengthen their sense of belonging and ensure they have every opportunity to thrive, be happy and reach their full potential. “
Walsall Council
Schools taking part will work closely with council teams to embed the Little Heroes approach, supporting pupils and families to overcome barriers to attendance and helping children establish positive habits that contribute to long-term educational success.
The Little Heroes campaign was first launched in 2024 and has since become a recognised and successful tool for improving attendance and promoting wellbeing in primary schools.
Councillor Janet Higgins, Cabinet Member for Education and SEND at Staffordshire County Council, said: "We're incredibly proud of the difference Little Heroes has made for children, families and schools across Staffordshire. By focusing on both attendance and emotional wellbeing, the campaign helps children feel confident, happy and ready to learn.
"It's fantastic to see Walsall Council adopting Little Heroes. Sharing best practice in this way enables us to extend the positive impact of the campaign and ensure even more children benefit from an approach that schools, families and children value."
Schools participating in the Walsall include:
Beacon Academy
Blue Coat Church of England Infant School
Blue Coat Junior School
Brownhills West Primary School
Cooper and Jordan Church of England Primary School
County Bridge Primary School
Field Road Primary School
Fibbersley Park Primary Academy
King Charles Primary School
Lower Farm Primary School
Pheasey Park Farm Primary School
Short Heath Junior and Infant School Federation
Whitehall Nursery and Infant School
Woodlands Academy of Learning
For more information about school attendance in Walsall, please visit: https://go.walsall.gov.uk/schools-and-learning/school-attendance-and-absence
