Many parents believe attendance only matters in high school and that excused absences will not hurt a child’s academic performance. In reality just 18 absences in any grade reduces a child's chances of graduating high school. We didn't stop at informing parents, we also provided a tool to help them keep track of their students' progress. Few of these parents have smart phones, but they are active texters. Along with the Ad Council and a partner agency, we created an SMS attendance tracker. The campaign was recognized by media outlets ranging from the The New York Times to Mobile Marketer. I concepted, developed, designed and art directed this campaign.