SCHOOLS chiefs hope parents will get the message not to take their children on holiday during term time - by plastering it on the side of buses.

The Miss School - Miss Out campaign has been launched by education chiefs at Tameside to cut down on high levels of authorised absence.

At the same time, councillors are calling on the government to stop travel firms hiking prices at school holiday times.

Coun Joe Kitchen said: ''We'll be calling on the government to introduce legislation which means holiday companies introduce equality of prices throughout the year, so there isn't such a big incentive to take children out of school.''

The council estimates that in Stalybridge alone, a staggering 7,300 school days were lost in the last year by pupils going on holiday with their parents.

While the law permits headteachers to allow parents to take children out of school for holidays, they say it has a damaging impact on their learning.

Tameside education welfare officer Cherry Platt said: ''It is important that parents think of holidays as real absence rather than something they are entitled to take. Holidays may be cheaper during term-time, but there's a loss to a child's education.''

Ian Johnson, headteacher at Stalyhill Junior School, said: ''If we can help reduce these holiday absences, it would really help our schools.''

Truancy sweeps are also planned in conjunction with the police to cut unauthorised absences.