A new campaign has been launched by East Sussex County Council to reduce truancy and improve school attendance.

The six-week Truancy Trap is part of the local authority Education Welfare Service's on-going work to tackle truancy by targeting both pupils and their parents.

The campaign, first run three years ago, features a series of "Don't fall into the truancy trap" posters which will be displayed in McDonald's restaurants across the county, and a series of themed radio advertisements which will run on Southern FM.

Rupert Simmons, lead cabinet member for learning and school effectiveness, said: "We have seen a marked improvement in attendance levels in our schools and that is thanks to campaigns like this and the work of the Education Welfare Service.

"However, we are determined to be proactive on this issue and reduce absence from our schools still further."

The campaign will stress the damaging effect that truancy has on education, learning and future life chances and remind parents of their responsibility to ensure their children attend school.