Pat Newman: Te Tai Tokerau Principals' Association president defends $1 million spend on campaign designed to boost school attendance - Heather du Plessis-Allan Drive

The head of the Principals Association's backing the Ministry of Education's million dollar campaign that aimed to get kids back to school.

Last August, Education Minister Jan Tinetti launched the million-dollar Every School Day Is a Big Day campaign.

But documents released under the official information act show it wasn't "expected to have a direct, quantifiable impact on attendance rates in itself.”

But Pat Newman says it's not all about statistics.

He says instinct and knowledge should be relied upon too.

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