The multi‑school rewards programme gives pupils daily raffle tickets for punctuality, with prizes ranging from TVs to Alton Towers trips. While some hail it as a motivational boost, others argue it rewards only the minimum expected behaviour, igniting a debate over the best way to improve post‑COVID attendance rates.
The Co‑op Academies Trust has sparked a heated debate after it rolled out a high‑profile rewards programme aimed at boosting pupil attendance across several of its schools in the North of England.
The scheme, which operates in academies at Belle Vue, Walkden, Swinton and other sites in Greater Manchester, hands out a daily raffle ticket to any child who arrives on time. Those who manage to be present for the full five‑day week see their chances double as they receive two tickets instead of one.
Every Friday, during a school assembly, the tickets are entered into a prize draw that offers a rotating selection of incentives - from televisions and Nando's meal vouchers to trips to Alton Towers. In the early‑years foundation stage, a separate draw is held for younger children, while older pupils can accumulate points under the "Strive & Achievement Points" banner, redeemable for items such as Manchester United tickets, thanks to a partnership with the club's foundation.
The impact of the initiative is already evident. In Swinton, 401 students were awarded an Alton Towers day after demonstrating perfect punctuality, flawless behaviour and top marks in literacy and maths assessments. In Walkden, two pupils walked away with a 40‑inch smart TV and another secured a £40 Nando's voucher; a further twenty pupils received the same voucher after attending school every day for two and a half weeks before the February half‑term.
At the end of the term, a Lenovo tablet was added to the prize pool, with a raffle ticket earned for each week of full attendance. The Trust defends the programme as a means of making pupils feel "valued, seen and motivated" and cites it as one component of a broader strategy to improve not only attendance but also confidence and overall student wellbeing. Reactions among educators and commentators have been mixed.
Critics argue that rewarding what should be considered a basic responsibility - arriving at school on time - dilutes the meaning of attendance and may set a low bar for student expectations. One headteacher lamented that the scheme "rewards the bare minimum" and questioned whether it truly addresses the deeper issues behind post‑COVID absenteeism, such as strained family‑school relationships.
Supporters, however, praise the approach as an "effective incentive" and a "fantastic idea" that acknowledges the challenges pupils face and encourages consistent engagement. The contrasting views are underscored by recent Ofsted data: Belle Vue Academy, which piloted the scheme under principal Scott Fletcher since 2022, was rated outstanding in 2024, with attendance rates well below the national average.
By contrast, state‑funded secondary schools across Greater Manchester recorded unauthorised absence of roughly one day per 26 pupils, and the national average for unauthorised absence sits at 2.43 percent. Co‑op Academies Trust chief executive Chris Tomlinson emphasised that "excellent attendance changes lives", noting that regular school participation is linked to stronger academic, social and emotional outcomes.
The Trust maintains that its reward shops, prize draws and recognition schemes are part of a wider effort to foster a sense of belonging and to encourage pupils to stay in school every day
Attendance Incentives Co‑Op Academies Trust School Rewards Programme Pupil Attendance Education Policy
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