New "attendance hubs" are being launched in London to help reduce persistent school absences, the Department for Education (DfE) says.
The DfE has chosen nine London schools with "excellent attendance" rates to share ideas with others across England.
It is also establishing a £15m scheme offering "direct support" to persistently absent pupils and their families across England.
An advertising campaign has been set up to coincide with the scheme.
Called "Moments Matter, Attendance Counts", the adverts aim to outline the importance of attendance for attainment, wellbeing and development, as well as signposting parents and carers to support.
The latest figures on repeated absence at schools in the capital only run to the spring term of 2023, but new figures are due to be released in March.
It comes as the Labour Party announced this week it would set up more breakfast clubs to address persistent absences.
Education Secretary Gillian Keegan said: "The benefits of our success in raising education standards can only be when all children are in school.
"Tackling attendance is my number-one priority. We want all our children to have the best start in life because we know that attending school is vital to a child's wellbeing, development and attainment as well as impacting future career success."
