Just 40-percent of children regularly attend school, and it turns out most of us don't rate the issue as important.

"Regular attendance" means missing one or fewer days of school each fortnight.

And the government cites recent polling showing only five per cent of New Zealanders considered attendance a top-of-mind issue. 

A nationwide school attendance campaign was launched today, called Every School Day is a Big Day.

The President of Secondary Principals' Association and Papatoetoe High School principal Vaughan Couillaut spoke to Māni Dunlop.