Education
The radical 1960s schools experiment that created a whole new alphabet – and left thousands of children unable to spell | Education
Throughout my life, my mum has always been a big reader. She was in three or four book clubs at the same time. She’d devour whatever texts my siblings and I were studying in school, handwrite notes for our lunchboxes and write in her diary every night. Our fridge door was a revolving display of word-of-the-day flashcards. Despite this, she also was and remains, by some margin, the worst speller I have met.
By the time I was in primary school, she was already asking me to proofread her work emails, often littered with mistakes that were glaringly obvious to me even at such a young age. It used to baffle me – how could this person, who races through multiple books a week and can quote Shakespeare faultlessly, possibly think “me” is spelt with two Es?
It was on one of these occasions that she first mentioned she had been taught the wrong alphabet. “Google it,” she said. “It was an experiment, so it doesn’t exist any more, but it was called ITA.”
At first, I thought she was joking, or maybe misremembering some exaggerated version of phonics. But later, I looked it up and, sure enough, there it was – a strange chart of more than 40 characters, many familiar, others alien. Sphinx-like ligatures, odd slashes, conjoined vowels – it looked like a cross between English and Greek.
“My memory is so poor, but I can still see those devilish characters,” my mum, Judith Loffhagen, says as we sit in the garden of my childhood home in London. “An ‘a’ with an ‘e’ on its back, two ‘c’s with a line across them.” She traces the shapes on her trouser leg. “What the hell was any of that supposed to mean?”
The Initial Teaching Alphabet was a radical, little-known educational experiment trialled in British schools (and in other English-speaking countries) during the 1960s and 70s. Billed as a way to help children learn to read faster by making spelling more phonetically intuitive, it radically rewrote the rules of literacy for tens of thousands of children seemingly overnight. And then it vanished without explanation. Barely documented, rarely acknowledged, and quietly abandoned – but never quite forgotten by those it touched.
Why was it only implemented in certain schools – or even, in some cases, only certain classes in those schools? How did it appear to disappear without record or reckoning? Are there others like my mum, still aggrieved by ITA? And what happens to a generation taught to read and write using a system that no longer exists?
English is one of the most difficult languages to learn to read and write. Unlike Spanish or Welsh, where letters have consistent sound values, English is a patchwork of linguistic inheritances. Its roughly 44 phonemes – the distinct sounds that make up speech – can each be spelt multiple ways. The long “i” sound alone, as in “eye”, has more than 20 possible spellings. And many letter combinations contradict one another across different words: think of “through”, “though” and “thought”.
It was precisely this inconsistency that Conservative MP Sir James Pitman – grandson of Sir Isaac Pitman, the inventor of shorthand – identified as the single greatest obstacle for young readers. In a 1953 parliamentary debate, he argued that it is our “illogical and ridiculous spelling” which is the “chief handicap” that leads many children to stumble with reading, with lasting consequences for their education. His proposed solution, launched six years later, was radical: to completely reimagine the alphabet.
The result was ITA: 44 characters, each representing a distinct sound, designed to bypass the chaos of traditional English and teach children to read, and fast. Among the host of strange new letters were a backwards “z”, an “n” with a “g” inside, a backwards “t” conjoined with an “h”, a bloated “w” with an “o” in the middle. Sentences in ITA were all written in lower case.
By 1966, 140 of the 158 UK education authorities taught ITA in at least one of their schools. The new alphabet was not intended as a permanent replacement for the existing one: the aim was to teach children to read quickly, with the promise they would transition “seamlessly” into the standard alphabet by the age of seven or eight. But often, that seamless transition never quite happened. Many children – my mum included – found themselves caught between two systems.
My mum grew up in Blackburn in the 1960s, a bright child who skipped a year and started secondary school early. She doesn’t remember the details of how ITA was introduced. “That’s just what we were taught,” she tells me. “I didn’t know there was another way, or that I was going to graduate on to something else.
“I’m nearly 60, and poor spelling has dogged me my whole life,” she continues. “Teachers always used to make jokes about my spelling, and I’d get those dreaded red rings around my work.”
English was always her favourite subject, but it quickly became a source of shame. “I remember that absolute dread of reading in front of the class, stumbling on words. And then, at A-level, I’ll never forget my English teacher said to me, ‘You’ll never get an A because of your spelling.’ That was crushing. English was the one subject I loved – I felt so aggrieved.”
In the 60s, parental involvement in schooling was minimal, especially for working-class or immigrant families (my mum’s parents migrated from Nigeria in the early 60s). “Back then, parents wanted you to succeed in whatever you were being taught, but they didn’t really question what you were being taught,” she says. “There was also a reverence for British education, that whole colonial thing, the idea that the British know best.”
Despite her inability to spell, she became a solicitor, and later started her own business. “Spellcheckers revolutionised my confidence in writing,” she says. “I hate making mistakes. If I’m the slightest bit unsure of how to spell something, I’ll check it. I’m fanatical about the importance of getting those things right.”
Prof Dominic Wyse, professor of early years education at University College London, says: “ITA is regarded now as an experiment that just didn’t work. The transition to the standard alphabet was the problem. Children were having to almost relearn the real way the English language works. It doesn’t surprise me that it failed. Any teaching that is based on anything other than the reality of what has to be learned is a waste of time.”
Prof Rhona Stainthorp, an expert in literacy development at the University of Reading, agrees. “It was a bizarre thing to do,” she says. “Pitman wasn’t an educationist, and ITA is a perfect example of someone thinking they’ve got a good idea and trying to simplify something, but having absolutely no idea about teaching.”
Sarah Kitt, now 60, was taught ITA at her state primary school in Plymouth in the late 1960s. For her, the legacy of ITA has lingered long past childhood. “I can tell when a word is wrong,” she says, “but I can’t always make it right. I get these complete blanks.”
Her memories of those early years are clouded not just by the outre alphabet, but by the emotional toll it took. “I hated English. I would get to the school gates, burst into tears, and turn around and walk home again,” she says. “I had a teacher who wasn’t very sympathetic. I felt so stupid. I used to wonder whether I was dyslexic.”
When Kitt was nine, she moved to Exeter. She quickly realised that other children at her new school hadn’t been taught to read and write the way she had. “You just learned to mask it,” she says. “You found ways to avoid spelling altogether.”
Kitt was put off humanities, and went on to study economics and statistics at university before working at the Bank of England for more than a decade. Before the digital era, she relied on her mother to check her essays. “At university, we didn’t have computers and spellcheck. I would get my mum to read through things.”
Now a parent herself, Kitt is wary of any classroom experiment that puts children at risk of long-term disadvantage. She says: “I’d be hugely concerned if my daughter was taught like that. There would be more parent power now – people would be questioning it in WhatsApp groups. We didn’t have that.” Like others who learned ITA, Sarah’s frustration isn’t just with the method itself, but with the lack of transparency. “It seemed to just disappear,” she says. “There was no explanation. No one ever followed up to ask: how did this affect you?”
after newsletter promotion
Stainthorp says there’s not enough evidence to prove ITA had a bad impact on spelling: “People who learned with ITA might blame their bad spelling on it, but there are many people who are bad spellers who didn’t learn with ITA, and vice versa.” Spelling proficiency is shaped by a tangle of factors, from teacher quality and parental involvement to self-esteem and natural aptitude. While many former pupils who used ITA blame their lifelong spelling struggles on it, others have had no such problems.
In fact, early reports of ITA’s effects were largely positive. Infant school teachers noted that reading ability among children taught with ITA outpaced those learning with the standard alphabet. But a 1966 study demonstrated that any initial superior reading fluency of ITA learners began to fade at around age eight.
Toni Brocklehurst, who taught ITA for four years in Lancashire in the early 1970s, still believes it gave many of her pupils – especially those from socially deprived homes – a head start. “These were kids who had no books at home,” she tells me. “Once they’d learned those characters, they could decode anything in that alphabet. It gave them a huge boost in confidence.”
However, she continues: “I don’t think it would work for all children. It wouldn’t work for middle-class children who are being introduced to reading books at home, because it would confuse them.”
The biggest challenge to ITA’s success was always going to be the transition back to the standard alphabet. And because pupils did that at different ages, many teachers were left juggling both alphabets simultaneously within the same class.
Even more puzzling is the way the system was rolled out. ITA was never adopted nationally, nor required. As Stainthorp explains: “At that time, there was no national curriculum – a headteacher could simply decide to implement it in their school, or a teacher in their class. There was no consistency.”
In the early 70s, Mike Alder was a pupil at Devonshire Road infants’ school in Blackpool. He was strong at maths and science, placed in top sets, and on track for good O-levels. But English was always different.
“We had little thin cardboard books,” he remembers. “Stories about Paul and Sally. The letters were odd – some of them were joined together, like an ‘e’ and an ‘a’ welded into one shape. At first, I didn’t question it. I just thought that’s how everyone learned to read.”
For Alder, the abrupt transition from ITA to the standard alphabet felt like a betrayal. “It was like they said: ‘Right, we’ve told you a pack of lies for the past two years, now this is how you’re actually meant to read and write.’ My disgust at being lied to, that loss of trust, that stuck with me. I was never interested in English after that.”
He believes that ITA has had a long-term impact on his attainment. “My spelling is still appalling,” he says. “In all my subjects, I was getting As and Bs, but in English I really struggled. I got a C at O-level.” He remembers one friend, also taught in ITA, who had to retake English years later at sixth form just to move forward academically. “It definitely held people back.”
Now 58, Alder works as a technical specialist in electrical ground equipment at BAE Systems in Blackpool. Though he has built a successful career, spelling remains a daily obstacle. “I rely on spellcheck constantly. I sent an email today and 15-20% of the words had that red underline.”
For decades, Alder assumed ITA was just a strange footnote in his own education. “When I tell people about it, most say, ‘What’s that?’ No one’s ever heard of it. It’s like it never happened. I’d love to read a proper lessons-learned document from it. What did they find? What did they conclude? Because, to me, it felt like they tried something, realised it didn’t work, and just buried it. If either of my kids had been taught ITA,” he adds, “I’d have pulled them out of school with immediate effect.”
The issue isn’t simply whether or not ITA worked – the problem is that no one really knows. For all its scale and ambition, the experiment was never followed by a national longitudinal study. No one tracked whether the children who learned to read with ITA went on to excel, or struggle, as they moved through the education system. There was no formal inquiry into why the scheme was eventually dropped, and no comprehensive lessons-learned document to account for its legacy.
In some ways, ITA is an extreme manifestation of a debate about early-years education that is still relevant today. The “reading wars” – the long-running tension between phonics-led approaches, which involve breaking down and sounding out words, and those that emphasise context, comprehension and whole-language exposure – are very much alive. English’s chaotic spelling system continues to divide experts and frustrate learners.
In 2022, a landmark study by researchers at UCL’s Institute of Education found that the current emphasis on synthetic phonics is “uninformed and failing children”, and “not underpinned by the latest evidence”.
Some defenders of ITA, like Brocklehurst, think its logic wasn’t so far removed from phonics – now a government-mandated method for teaching reading in UK primary schools. But there’s a key difference; phonics uses the same structure of the alphabet as every other bit of English language.
What ITA reveals is how tempting it is to try to simplify a problem that is, in truth, irreducibly complex. There was a clarity to its premise: let’s make English easier. But the cost of that simplicity may have been borne by a generation of children, many of whom are still unsure of its impacts.
“You’ve only got one education,” my mum says. “I do feel really resentful. My parents aren’t alive any more, but on their behalf as well – and as a parent now – I’d be absolutely furious to think that my children were put into an experiment without me being asked.” She pauses for a moment. “We weren’t given a choice, we weren’t asked and we weren’t explained to. I think it’s telling that it seems like this experiment slipped in and slipped out quietly. Fifty years later, we’re still suffering as a result.”
Education
Traya’s holistic prescription, ET BrandEquity
Five years ago, Traya Health, a holistic hair loss solution, was born out of a deeply personal health struggle faced by co-founder Saloni Anand and her husband. What began as a quest for personal well-being has blossomed into a pioneering brand that challenges conventional wisdom in the hair care industry. Saloni shared Traya’s science-first approach in a session at the ETBrandEquity Brand World Summit 2025.
The genesis of a solution
Saloni Anand, co-founder of Traya, recounted the origins of the brand. Her co-founder, armed with a biomedical chemistry background, embarked on extensive research to address his uncontrollable hypothyroidism. During this challenging journey, a surprising side effect emerged: his hair began to grow back.
“About two years later, we realised that this is something awesome, and everything out there in the industry is not able to grow hair, but we could, so there’s some potential to explore this,” Anand shared. This discovery spurred intensive research into hair science, revealing critical insights that would become the bedrock of Traya’s unique approach.
Dispelling hair loss myths: Traya’s foundational learnings
Traya’s deep dive into hair science led to three fundamental revelations that shaped their model:
Diagnosis is key: “We learned hair loss is genetic mostly, but has multiple types. Not everyone has hair loss because medically multiple types of it require diagnosis.”
Follicle potential: Hair regrowth is possible if follicles are still present, meaning it’s achievable for most individuals not in very advanced stages of hair loss.
No magic bullet: “There is no magic molecule for one product that can grow everyone’s hair. It’s a wider thing that’s happening. It’s more like diabetes than anything.”
Analysing the existing hair industry, Anand observed, “More than 10,000 products on Amazon today sell with the label of hair fall and are topical. Selling you a shampoo, conditioner that has wrongful claims, promising 30-day results, sometimes even worse.” This landscape, rife with superficial solutions, solidified Traya’s mission: “We are here to grow hair, and we will do everything it takes to get that emphasis.”
The “three sciences” model: Traya’s holistic prescription
The first year was dedicated solely to building formulations. This led to Traya’s distinctive model: a hair solution built on diagnosis and a holistic approach. The brand name, “Traya,” is Sanskrit for “three sciences,” embodying their core philosophy: Ayurveda, Allopathy (Dermatology) and Nutrition.
The consumer journey begins with an online diagnosis. The solution provided is a customised kit incorporating elements from all three sciences, including a diet plan, recognising that hair loss often stems from internal imbalances.
Initial skepticism from investors was high. Saloni and her husband launched Traya with personal funds. Six months later, with tangible results from their first critical trials, they secured their initial investment.
Breaking the rules: A D2C brand of the future
Traya today stands as a largely scaled, profitable brand, having served over 10 lakh Indians. A distinctive aspect of its D2C model is that 100 per cent of its revenue comes directly from its platform. “If you download the Traya app, take a long diagnosis. They buy a gift. If the consumer cannot choose which product they are buying. We tell them what they should buy,” Anand stated, emphasising their doctor-led, personalised approach.
Eighty per cent of Traya’s revenue comes from repeat customers. “This happened because we did not have the baggage of how,” she noted.
Education, retention and AI: The pillars of growth
Anand highlighted three critical pillars for modern D2C success:
Believe in education: Traya faced the challenge of educating consumers on why previous topical solutions had failed and why a holistic, science-backed approach was necessary. “Our journey from zero to one crore per month is really smooth. We really had to build these fundamentals,” she revealed. This rapid scale was driven by a deep commitment to educating their audience. Traya’s culture prohibits discussing competitor brands, focusing solely on their consumers. “The moment you do that and you just focus on your consumer, you have the ability to do something,” she added.
Retention over acquisition: Traya defines itself internally as a “habit building organisation,” treating hair loss as a chronic disease. Their North Star metric is retention, supported by a data-tech engine and over 800 hair coaches who ensure adherence and usage. “Back in 2023, when we were having that growth chart, we reached a point where we saw retention numbers there, and we cautiously stopped all our marketing scale up,” Anand disclosed. This move underscored their commitment to long-term customer success over short-term acquisition. “How can you be a D2C brand in 2025? That’s not too little but is just too little today to differentiate. Can you add a service there? Can you add a community? How can you be more than just a product gone?”
Embrace AI: While acknowledging AI as a buzzword, Anand firmly believes it will be a pivotal theme in brand building. Traya, despite its 800-person team, has already seen impressive results from integrating AI. “Three months ago, I took a mandate at Traya that no more tech hiring, and we are about since then, we have done zero tech hiring, and we’ve increased the tech productivity four times,” she shared, emphasising the transformative power of AI in consumer evaluation, discovery and shopping.
Saloni Anand concluded by summarising her key takeaways for aspiring D2C brands: “Think more than product solutions. Think of efficiency. Think science, if your product works, everything else will fall in place. Think AI. Think of the review word and think of retention first.”
Education
Ministers urged to keep care plans for children with special needs
Ministers are facing calls to not cut education plans for children and young people with special needs and disabilities (Send).
Campaigners say education, health and care plans (EHCPs) are “precious legal protections”, warning that thousands of children could lose access to education if the plans are abolished.
The government has said it inherited the current system “left on its knees”. Speaking on the BBC’s Sunday with Laura Kuenssberg programme, Education Secretary Bridget Phillipson described it as a “complex and sensitive area” when asked if she could rule out scrapping EHCPs.
But Neil O’Brien, the shadow education minister, has criticised the government for “broken promises and U-turns”.
An EHCP is a legally binding document which ensures a child or young person with special or educational needs gets the right support from a local authority.
Full details of the proposed changes are due in October, but ministers have not ruled out scrapping the education plans, insisting no decisions have been taken.
In a letter to the Guardian newspaper, campaigners have said that without the documents in mainstream schools, “many thousands of children risk being denied vital provision, or losing access to education altogether”.
“Whatever the Send system’s problems, the answer is not to remove the rights of children and young people. Families cannot afford to lose these precious legal protections,” they added.
Signatories to the letter include the heads of charities, professors, Send parents including actor Sally Phillips, and campaigners including broadcaster Chris Packham.
Speaking to the BBC’s Sunday with Laura Kuenssberg programme, Ms Phillipson saidL
“What I can say very clearly is that we will strengthen and put in place better support for children.
“I’ve been spending a lot of time listening to parents, to disability rights groups, to campaigners and to others and to colleagues across Parliament as well, because it’s important to get this right,” she added, but said it is “tough”.
Mr O’Brien, the shadow minister, said the government had “no credibility left”.
“This is a government defined by broken promises and u-turns. They said they would employ more teachers and they have fewer. They said they would not raise tax on working people but did,” Mr O’Brien said.
Data from the Department for Education released in June showed that the number of EHCPs has increased.
In total, there were 638,745 EHCPs in place in January 2025, up 10.8% on the same point last year.
The number of new plans which started during 2024 also grew by 15.8% on the previous year, to 97,747.
Requests for children to be assessed for EHCPs rose by 11.8% to 154,489 in 2023.
A Department for Education spokesperson said: “We have been clear that there are no plans to abolish Send tribunals, or to remove funding or support from children, families and schools.”
The spokesperson added that it would be “totally inaccurate to suggest that children, families and schools might experience any loss of funding or support”.
Education
Korean tech companies eye growing AI public education market
Artificial intelligence (AI) is bringing a fresh wave of innovation to South Korea’s public education sector. big tech companies are actively developing AI-based solutions for public education and forming partnerships with schools alongside edtech startups.
According to the information technology (IT) industry on Sunday, Naver launched a digital public education support system called Whale UBT in April 2025 and integrated it into the Gwangju Metropolitan Office of Education’s teaching-learning platform, Gwangju AI-ON. Naver also plans to expand adoption to other regional education offices
Whale UBT allows for the unified management of various test items – including diagnostic and unit assessments – within a single platform. A database of about 400,000 questions provided by four educational publishers is available, enabling teachers to create customized tests based on students’ levels.
It also features automatic grading.
To date, AI education platforms were adopted more rapidly in private education, where entry requirements are comparatively less restrictive. The use of AI tools in public education was initially determined by individual teachers; however, their implementation has been rapidly increasing at both the school and district levels.
This trend is driven in part by the increasing sophistication of AI solutions. These tools now go beyond simply marking answers right or wrong – they can analyze step-by-step processes for descriptive questions, improving both convenience and educational outcomes.
A good example is edtech startup Turing Co.’s math learning platform, Math King. Turing signed a memorandum of understanding with the Korea Association of Future Education Study in February 2025 to promote adoption of Math King in Korean schools.
Math King can generate personalized problem sets for each student in just one second, and AI analyzes even the descriptive answers in homework assignments. The system automatically generates consultation reports that can be sent to parents and includes recommendations for future learning directions.
“We are using Math King for advanced classes, and it has eliminated the hassle of creating customized math problems,” Gyeonggu High School teacher Park Jun-hyung said. ‘I can now manage nearly twice as many students.”
AI solutions also help with administrative tasks, significantly reducing teachers’ workloads, particularly for writing student records.
While many teachers have already been using tools like ChatGPT informally for record writing, new, more convenient solutions are now being developed. These specialized AI tools offer stronger security than ChatGPT.
Edtech startup Elements launched inline AI in April, a solution specifically designed to assist with student record writing. It employs a local Retrieval-Augmented Generation (RAG) system, ensuring that data is not sent externally. The AI updates student records automatically based on data from teachers and students.
Given the rapid growth of the AI education market, adoption in public education is expected to accelerate even further. According to market research firm Straits Research, the global AI education market is projected to grow from $4.43 billion in 2024 to $72.45 billion in 2033.
By Ahn Sun-je and Lee Eun-joo
[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]
-
Funding & Business6 days ago
Kayak and Expedia race to build AI travel agents that turn social posts into itineraries
-
Jobs & Careers6 days ago
Mumbai-based Perplexity Alternative Has 60k+ Users Without Funding
-
Mergers & Acquisitions6 days ago
Donald Trump suggests US government review subsidies to Elon Musk’s companies
-
Funding & Business6 days ago
Rethinking Venture Capital’s Talent Pipeline
-
Jobs & Careers6 days ago
Why Agentic AI Isn’t Pure Hype (And What Skeptics Aren’t Seeing Yet)
-
Funding & Business3 days ago
Sakana AI’s TreeQuest: Deploy multi-model teams that outperform individual LLMs by 30%
-
Funding & Business6 days ago
From chatbots to collaborators: How AI agents are reshaping enterprise work
-
Jobs & Careers4 days ago
Ilya Sutskever Takes Over as CEO of Safe Superintelligence After Daniel Gross’s Exit
-
Funding & Business4 days ago
Dust hits $6M ARR helping enterprises build AI agents that actually do stuff instead of just talking
-
Jobs & Careers6 days ago
Telangana Launches TGDeX—India’s First State‑Led AI Public Infrastructure