The bill proposes an appropriation from the general fund to the Minnesota Department of Education for a student attendance marketing campaign. It outlines the establishment of a three-year campaign aimed at raising awareness about the importance of student attendance and addressing the consequences of absenteeism. The Department of Education is tasked with issuing a request for proposals to develop and execute this campaign, which must be inclusive of all public school students and provide resources to help families overcome barriers to attendance. The bill specifies that the department may award contracts to organizations capable of reaching diverse audiences and requires these organizations to report on the campaign's goals, strategies, outcomes, and financial usage upon its conclusion.

Additionally, the bill allows the Department of Education to use up to three percent of the appropriation for administrative purposes related to the request for proposals and contract management. This is a one-time appropriation, available until June 30, 2028, and the provisions of the bill will take effect on July 1, 2025.