Thanks to Sunderland City Council's innovative Every Schoolday Counts scheme, more then 1,100 youngsters on Wearside have achieved a full attendance record in 2007-08.

The project, which was the first of its kind in the country when it was introduced in 2002, aims to improve and maintain good attendance by rewarding good attendance as opposed to punishing poor attendance.

The scheme, which operates across all of Sunderland's 83 primary schools, works through various initiatives including certificates for pupils with high attendance rates and discounts arranged by Hays Travel to encourage parents to take their children on holiday out of term time.

A mascot called Spike is used to encourage attendance and annual celebration events are also held – and this year Beamish was the chosen location.

Families enjoyed a range of activities at the museum, including tile painting, toys and games, modelling, ink work and storytelling.

Seven-year-old Barnes School pupil Lewis Dowell is one of the children who achieved 100 per cent attendance.

Mum Margaret, 40, of Hylton Lane Estate, said: "I think the scheme is a great incentive to encourage children to go to school.

"Lewis is asthmatic and even when he had to go to hospital one day he wanted to be in school the next."

Parent Julie Oxley, whose eight-year-old son Mitchell Wilson – an English Martyrs Primary School pupil – also achieved 100 per cent attendance this year, agreed.

Julie, 31, of Castletown, said: "He had a full year of attendance last year as well – he really takes pride in it.

"He really looks forward to receiving his certificates from Spike."

Every Schoolday Counts is running its autumn campaign in both primary and secondary schools and will enter every child who achieves full attendance between September 1 and October 24 into a free prize draw.

Three lucky winners – one primary and two secondary school pupils – will receive a once in a lifetime helicopter trip.

Councillor Pat Smith, Cabinet Member for Children's Services within Sunderland City Council, said: "Since the launch of Every Schoolday Counts, the initiative has seen tremendous success across the city.

"It really has captured the children who have been involved and the excellent results which the programme has achieved speak for themselves."

Every Schoolday Counts will be introduced in all nurseries after a successful pilot programme, and a third strand will be introduced in secondary schools to tackle persistent absentees.