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From gangs to college

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LONG BEACH, Calif. — Lalo had almost put his pieces back together again, like a self-sufficient Humpty Dumpty. He’d gotten out of prison and moved into sober housing. He stopped responding to text messages from members of his gang. He went to a tattoo removal bar to have the ink in his face shattered into particles small enough for his immune system to break down. Lalo even got himself to Long Beach City College last year and told a woman in the registrar’s office that he hoped to become an addiction counselor. After enrolling in classes, he walked with her to the student center and was introduced to Jose Ibarra, the director of LBCC’s program for youth affected by gangs. Everything seemed to be coming together, and the sober housing his two roommates called hell — with its cheap linoleum flooring and showers separated by thin curtains — seemed to Lalo a land of promise.

Until, standing in one of the building’s colorless hallways, Lalo learned from the house manager that he was approaching the maximum number of days allowed and had just over 20 left to find somewhere else to live. He had no way to pay rent. He couldn’t move in with his parents because they lived in someone else’s garage. As Lalo focused on his classwork, the days ticked down to single digits. And that’s how, last September, Lalo found himself sitting on the edge of his metal-springed bed, or at least the bed that used to be his, head bent into hands. 

Then Lalo remembered the playground in East Los Angeles with a fake castle. A slide joined with the castle’s roof to produce a concealed, dry space to sleep. He’d stayed there before.

Lalo would have again, if it weren’t for the Phoenix Scholars program LBCC created in 2022, when it received the first award under the federal government’s Transitioning Gang-Involved Youth to Higher Education Program (TGIY). During the three-year term of the grant, Phoenix Scholars served 180 students, a combination of LBCC students who had a history with gangs and gang-involved teens recruited to be students. The grant expired just after President Donald Trump took office. Until then, the program served as a point-of-service for basic needs like food, and less basic ones like laptops, in addition to providing academic counseling, mentoring, mental health treatment, internship connections, work-study placements, interactive workshops and more. Unlike similar programs targeting all low-income students, Phoenix Scholars used an exceptionally low ratio — ranging from 10 to 24 students per staff member — to implement a high-touch, intrusive model. Translation: Staff had a low enough caseload to keep close tabs on students and be pushy, intervening before it was too late. 

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To date, 85 percent of students involved with Phoenix Scholars have stuck it out, term after term, compared to around 60 percent across the college. LBCC professors report that the students excel in class, attending regularly and engaging deeply. Three years in, 39 have completed a degree and transferred, and more are poised to transfer out of LBCC in less than three years, faster than the state average. Jaime Ramirez, 22, who is now a criminal justice major at California State University, Los Angeles, said he is a different person on the other side of the program. There’s also Karla Ramirez, 21 (no relation), who is majoring in anthropology and minoring in medical humanities at the University of California, Irvine. “I really struggled with asking for help,” she said, “but being part of these people … really showed me it’s OK.” 

This degree of success is rare for a student-support initiative, and it owes to the program’s employment of “credible messengers,” like its director, Ibarra, which is to say, people who’ve lived it and get it. As a tween, Ibarra was regularly escorted by friends of his older sister, who was in a gang, and their AK-47s. He had been next up to join when his cousins, gang members just released from prison, were attacked at a party. One died and the other became paraplegic. So Ibarra focused on studying instead. 

Lalo, 25, started participating in the Phoenix Scholars program at Long Beach City College after he got out of prison and stopped returning text messages from members of his gang. Program staff helped connect him with resources, offered him emotional support and gave him academic counseling, including telling him that some departments within four-year colleges consider letters of recommendation, not just high school grades. Now he thinks he has a fighting chance at admission to UCLA. “These people here are angels,” he said. Credit: James Bernal for The Hechinger Report

Only a few weeks into his first term, Lalo wouldn’t have told Ibarra about his eviction, except that one day the 24-year-old had seen the director’s sleeve creep up to reveal tattoos dancing along a forearm as caramel-toned as his own. On another, Ibarra shared that he too had struggled with addiction. The older man’s transparency about common experiences is why Lalo confided. Ibarra found money for a few nights at a motel, giving Lalo’s mom the time she needed to rent an apartment for the whole family. And just like that, the threat — of the playground, a relapse, dropping out of school — faded away. 

For a time.

Related: ‘The kids everyone forgot’: Push to reengage young people not in school, college or the workforce falters

Figuring out just how many Lalos there are isn’t easy. Still, about 25 years ago, government surveys of youth and law enforcement data allowed for a general idea. Researchers placed the rate of lifetime gang membership between 4.8 percent and 8 percent nationally, which worked out to around 1 million actively involved juveniles. Thanks to an “erase the gang database” campaign and a decrease in federal investment in tools to gather systematic information on gangs, newer analyses have to rely on alternative data. David Pyrooz, a University of Colorado Boulder sociology professor, recently landed at 2 percent to 6.2 percent lifetime membership, which suggests around the same number of Americans have gotten involved in gangs as in the military.

According to additional research by Pyrooz, about 80 percent of youth complete high school, while fewer than half of those who join a gang do. That 30 percent gap owes to some obvious hurdles: Gangs encourage risky behavior that is also time-consuming. Their social milieu lacks academic role models and connections, and in it, investment in schooling is seen as unnecessary, uncool and even suspect. Other roadblocks to college enrollment are more hidden: High school staff often treat students they suspect of gang involvement differently, tracking them into classes that leave them unprepared to matriculate and counseling them out of applying to four-year colleges, research shows. Gang-involved teens usually don’t know financial aid is available and haven’t had key processes explained, like how to apply and the difference between a for-profit college, a trade school and Yale. Misinformation and mistreatment compounds so that gang-involved youth regularly develop a Pavlovian rejection of schooling. 

As a result, those who participate in a gang complete 11.5 years of school, on average, compared to 13.6 years for everyone else, in one study. It’s a relatively small difference, but often a categorical one: high school diploma, no high school diploma. Still, gang-involved individuals are no less likely to eventually attend college than those living under similar socioeconomic conditions who avoid gang membership. These seemingly contradictory facts are both true, because gang involvement often functions as an interruption in schooling, not a hard stop. Still, people like Lalo are far less likely to graduate from college: Only 5.4 percent of those who have been gang members earn a four-year degree by their mid-20s, making them 58 percent less likely to do so than their matched counterparts. More hurdles are to blame: Some have to rebuff pressure to expand illicit activities into a new market. On many campuses, their older age and rougher past isolate them from other students. Both post-traumatic stress disorder and shame can pose ongoing difficulty, leaving these youth wary of revealing their needs.

Adrián Huerta, an associate professor at the USC Rossier School of Education and Keck School of Medicine grew up in a community like Lalo’s, where drug paraphernalia punctuated conversations and bushes.

One of Huerta’s dad’s best friends was incarcerated because of gang-related activity, and many of his own buddies joined in middle and high school. Huerta got suspended at their sides, but “by the grace of many mentors,” including a school security guard who insisted that Huerta do something different with his life, ended up in college. As he completed a bachelor of science, a master’s and a doctorate, Huerta kept thinking about the peers that others saw as boogeymen but whom he remembered as smart and equipped to excel. In paper after paper, he described gang-involved teens’ high hopes for higher education and sketched out a series of interventions in answer to the question: “How do we build trust with students who have been burned by everyone?” 

Then, sitting at his desk one day in 2021, Huerta received what appeared to be a run-of-the-mill email from a colleague. He opened it to learn that the federal government was requesting applications for a new grant for programs directly serving gang-involved youth ages 14 to 24 under the Education Department’s Fund for the Improvement of Postsecondary Education. “Oh my God,” Huerta thought. “Oh my God.” It was as if he’d spent years tinkering with the script for a movie he never expected to get made, only to have a producer come calling. 

Pretty much immediately, Huerta thought of Long Beach City College. Residents of Long Beach tend to hail from one of two versions of the city: VisitLongBeach.com emphasizes the sunsets of “a waterfront playground,” while Reddit users will find a map apportioning city blocks to the East Side Longos 13, Asian Boyz, E/S Rollin 20s Neighborhoods Crips, West Side Islanders 33rd, Sons of Samoa Gangster Crips and more. Presumably in deference to the contrast, city officials chose the motto “Building a Better Long Beach.” LBCC uses the tagline, “You BeLong,” and Huerta knew the school’s president to be 100 percent committed to boosting students’ sense of “mattering,” a psychology term that refers to feeling valued and like you can add value to others.

Damien Herrera, 21, a student at Long Beach City College, talks to the Phoenix Scholars program’s current academic counselor, Max Molina. “When I started here, I was lost,” Herrera said. “I wasn’t a person that will go to the counselor or will go to the offices to get help, because I’ll be kind of scared to go. But with this program … you feel welcome, and it just feels nice to be with people you actually trust.” Credit: James Bernal for The Hechinger Report

The professor floated the idea of applying for the federal grant. The college president said, “Game on.” But one more administrator was needed to operationalize the chain of knowledge and support that would later extend from Huerta to Ibarra to Lalo and the 179 other adolescents whose lives were touched by the Phoenix Scholars program. Sonia De La Torre-Iniguez, LBCC’s dean of student equity, became giddy when she learned the school would receive $990,000 over three years to implement Huerta’s ideas. 

“So often in higher education, we hear about theories and frameworks and models that are proposed, but there’s very little opportunity for practitioners to actually try those on,” De La Torre-Iniguez said.

LBCC got to. 

For a time.

Related: ‘Revolutionary’ housing: How colleges aim to support formerly incarcerated students

By fourth grade, Lalo would stay out past 11 most nights. His mom got home from her second job just before midnight, and his dad was usually stretched on the couch, drunk, unconscious or both. Lalo didn’t like being on the streets so much, but he also didn’t like being inside the one-bedroom apartment he shared with seven others, especially because that’s where he’d witnessed his mom being physically abused. School was his happy place, but happy places are graded on a curve as much as students are, and there too Lalo found dysfunction and violence. In the classroom, he was used to great test scores, peers laughing at his jokes and teachers’ faces lighting with affection, but in the halls and on the tetherball court, Lalo’s emotions boiled up and sent his limbs flying at other kids. Tired of being in trouble, he started to ditch class in fifth grade in favor of drinking, smoking and writing on walls. And yet, each time adults asked him if he wanted to join their gang, Lalo said no. 

Until the day he said yes.

The details are forever corroded by alcohol, but Lalo remembers two bald men ordering a group of teens to beat him when he was 12. When he returned home bloody and broken, his mom called the police, but Lalo refused to talk. He knew the stakes. If he didn’t join then, he’d be targeted for further abuse along with his siblings and parents. So Lalo gave in to the part of him that wanted that life anyway. He wanted the money. He wanted to feel powerful and secure, not small like he did when his new teacher’s stern words unmoored him. Lalo thought he was joining a brotherhood of people that would hold him up with a constancy he’d seen only on TV.

But as he began to rack up convictions — assault, burglary, vandalism, criminal threats — life only felt more unstable. The longer Lalo was away at juvie, the harder it was to go back to high school and sit next to perfect teens with their perfect folders. He wanted things to be different but felt stuck. Lalo was hurting himself, but he had to be drunk and high to hurt others, and he had to hurt others to hold onto the affiliation that was all he had. After he went to prison for abusing the mother of his 3-month-old baby in a rage, Lalo learned more about the gang’s hierarchy and practices. He realized that no one from his gang was visiting his parents while he was away. No one was checking in on his daughter or her mother. At 22, Lalo started to suspect that he’d been a puppet all along, that the gang he’d seen as a family for a decade had never been more than a series of transactions.

So when he got out, Lalo ignored texts from old homies asking him to “pull up,” thinking the apartment his mother had found was far enough from their old neighborhood to do that safely. Thanks to Ibarra’s help, Lalo was back on track and cruising through the fall 2024 term, even taking a scooter to apply for a job a few towns over, where he didn’t know anyone. But someone must have known him, maybe a member of a rival gang, maybe one of his own. Lalo couldn’t see the person’s face — people’s faces? — as he was dragged off the electric scooter and pummeled with a baseball bat. When he woke up, with EMTs surrounding him, Lalo called his mom and said, “Ama me quebraron la cara.” 

Mom, they broke my face. 

Because of that incident, and many others, Lalo asked to be identified by his nickname in this story.

Lalo, 25, confided in Jose Ibarra, former director of the Phoenix Scholars Program at Long Beach City College, after seeing the director’s sleeve creep up to reveal tattoos dancing along a forearm as caramel-toned as his own. “When you see somebody that comes from the same city, the same circumstances and almost the same skin tone as you, make it out,” Lalo said, “I don’t know — it does something to you.” Credit: James Bernal for The Hechinger Report

The Phoenix Scholars program negotiated an excused withdrawal while Lalo recuperated and tried to process this bit of twisted karma. He had been unfailingly kind for years by that point, but women still tightened their grips on their purses and security guards still trailed him inside Walmart, not seeing the round cheeks and twinkling eyes amid his remaining tattoos. Lalo felt rejected and dejected, but he believed he only had himself to blame. He acted ruthlessly, so he should pay for his sins, but also how many months should each sin cost? When would his penance be done?

Though physically healed, Lalo didn’t sign up for winter classes. After the team noticed and badgered him, he enrolled. With guidance from Phoenix Scholars staff, he changed majors from psychology to human services addiction studies. Because of them, “whether it’s food, clothes, school supplies, a shower or shelter,” he said, “I’ve been a lot better mentally and emotionally.” With that support plus a program at LBCC for formerly incarcerated students, Lalo is now sure he’ll transfer to a four-year college. “I always wanted to be a part of a club like this, always,” he said, “I never did anything extracurricular in high school.” 

Lalo often thinks about what he’ll tell his daughter, now age 6, when she asks about his past. He’ll try to describe how he felt like a fly stuck in a spider’s web. And then he’ll explain how one program could possibly have meant so much: “When you see somebody that comes from the same city, the same circumstances and almost the same skin tone as you, make it out,” Lalo said, “I don’t know — it does something to you.” Plus, “these people here are angels,” he said.

Related: From prison to dean’s list: How Danielle Metz got an education after incarceration

In February, the dean, De La Torre-Iniguez, sat at a conference table with professor Huerta as the Phoenix Scholars program entered its death throes. With the grant’s three-year term over, the money stopped coming in January, and it seemed unlikely more of it would flow toward LBCC’s gang-involved students in Trump’s new world order.

“We did a good job,” Huerta said, a proud dad stiffening his upper lip at his son’s wake. He turned toward De La Torre-Iniguez before carrying on. In bits and pieces, the two reminisced about how they’d decided an effective gang-to-college pipeline would require five elements: outreach, help matriculating, orientation, persistence support (in the form of trust-building and holistic wraparound services) and post-completion assistance.

They knew outreach would require more than slapping up some flyers, and sought out Ibarra, who had sat at the bedsides of gunshot victims, trying to talk them into leaving gang life. Later, he worked on gang reduction for the Los Angeles mayor’s office. After being named director of the fledgling Phoenix Scholars program in March 2022, Ibarra recruited participants by showing up at the right parks, community fairs and high schools. All the adolescents had to do was scan a QR code and fill out a quick intake form.

Sonia De La Torre-Iniguez, LBCC’s dean of student equity, met regularly with Adrián Huerta, an associate professor at the USC Rossier School of Education, and Jose Ibarra, former director of the Phoenix Scholars program at Long Beach City College, during the three-year term of the school’s Transitioning Gang-Involved Youth to Higher Education Program grant. In February, De La Torre-Iniguez and Ibarra nodded as Huerta said the program proved to “not just practitioners, but to researchers and policy makers that these programs matter and that they work, and that they could change a life trajectory of people given the support system that the individuals need to be successful.” Credit: James Bernal for The Hechinger Report

At orientation spread over three days, credible messengers like him communicated two messages in ringing tension: “You belong here,” and, “The way you engage in the street is not going to work here.”

Huerta walked a similarly thin line at a second type of orientation: 90-minute Zoom sessions he led for LBCC faculty and staff. They needed to understand the horrors students affected by gangs had faced without seeing them as victims devoid of agency. And they had to feel empathy without being drawn into a deficit mindset, since those same horrors had also fostered strengths.

With similar finesse, Huerta, De La Torre-Iniguez and Ibarra defined eligibility. The trio, who met every two weeks for over a year and then monthly, worried that limiting participation to gang-involved students would make the program so small that being associated with Phoenix Scholars would become a label, and a stigmatizing, unsafe one at that. As Huerta put it, “People are going to assume all these things that you did or didn’t do or whatever.” So they extended the program to “family-impacted” individuals, like Edrick Salgado, 22.

He never joined a gang because he saw what that lifestyle had done to his brother. When Salgado was 7, he was the one who found the 17-year-old, who had died by suicide. Without the Phoenix Scholars program, Salgado said, “I probably would have given up.” But each time the sociology major tried to leave LBCC, they were at him again, texting and even showing up at his workplace. Salgado has now completed 34 units and is on track to earn his associate degree for transfer in sociology by spring 2026. Last fall, he earned two A’s and a B, and spring term Salgado got all A’s.

“Community-impacted” individuals like Jessica Flores, a sunny, bouncy 19-year-old from South Central Los Angeles, round out the group, with a single screening question for that category: “Do you think it’s normal for you to hear gunshots at night?”

Jessica Flores, 19, and Edrick Salgado, 22, attended an interactive workshop on preparing for job interviews hosted in the student center at Long Beach City College. Phoenix Scholars staff said they strategically chose workshop topics that would bring as many participants as possible to the student center, like study skills right before finals, while the students said they strategically attended workshops in order to catch staff, like the program’s current academic counselor, Max Molina, and get advice on demand. Salgado said of the kids he works with — doing arts, crafts and sports through Long Beach Parks, Recreation and Marine — “They’ll tell me that I inspire them, and I just trip out.” Credit: Gail Cornwall for The Hechinger Report

Eighty-three percent of the Phoenix Scholars would be the first in their family to graduate college, with 17 percent reporting that their parents didn’t finish high school. Even more, 89 percent, are economically disadvantaged. Only two said they remained active in a gang while participating in the program, but staff estimate that 30 percent of participants, over 50 students, once were gang-involved. That ratio makes sense given research showing that gang membership is often a form of identity exploration. Most gang members are affiliated for two years or less with more than 90 percent disengaging before adulthood. The murkiness reflected in these statistics is another reason Huerta said the program should include students who had been affected by gang activity even if they never formally joined. 

So together, these students were served by Ibarra’s intrusive case-management team that included a dedicated academic counselor, two student success coaches and a wellness coach, all themselves students studying counseling or social work while working for Phoenix Scholars part-time.

For a time.

Related: Suspended for ‘other’: When states don’t share why kids are being kicked out of school

“Are you OK?”

“What’s going on?” 

“Talk to us.”

“Did you do it?”

“Did you do it?”

These are a few of the texts that Flores remembers receiving from the Phoenix Scholars program. “You can never forget something,” she said: “If they’re aware of it, you best believe they’re going to talk about it every time they see you.” But Flores’ conviction and crisp diction tapered into the quiet tones of hopelessness as she described her family’s recent eviction. All of a sudden, she woke up not knowing if she’d earn enough to eat, like 64 percent of California’s community college students. Still, up until the graphing calculator incident, she was determined to excel this spring term.

Flores remembered returning the borrowed device on the last day of winter term, but since the office that loaned it to her didn’t have a record of that, the person at the desk refused to release a new one. Or the textbook she needed for psychology. Things got heated. “They were just like, talking mess to me,” Flores said. Feeling like she was being called a liar, she dropped her classes, thinking, “If I can’t pay for the books, I might as well.” The homelessness, the food insecurity, the argument — and the headaches that were her nervous system’s response to it all — felt insurmountable. But when Flores told Phoenix Scholars staff she’d dropped out, they helped her get another calculator, the textbook and four out of her five classes back. “They figured it out within 10 minutes,” she said. “They changed my life within 10 minutes.” 

Jessica Flores, 19, talks to Jose Ibarra, former director of the Phoenix Scholars program at Long Beach City College. Program staff hound Flores to come to workshops and events. “It’s always something going on with them that helps me,” she said. “They won’t let me isolate.” Credit: James Bernal for The Hechinger Report

Now she plans to go to medical school. She’s always wanted to work in health care as a medical assistant or X-ray tech, but having watched student success coaches — those “near-peer” case managers — get graduate degrees and go on to their chosen careers despite prolonged flirtation with the poverty line, Flores decided she could be a surgeon. It was like being inspired by a successful big sister, she said. That word choice is intentional. She calls Ibarra “Papa.”

Family, specifically a tight, relentlessly supportive family, is what Lalo and others like him hope gangs will provide. The word “familia” is used not just for the criminal organization known as Nuestra Familia but by other gangs adopting the same descriptor in lowercase. All of which is to say, thanks to full institutional buy-in to offering comprehensive, longitudinal support from connected, credible messengers, students from gang-riddled communities who had long been searching for a safe place to lay their loyalty found it in LBCC’s Phoenix Scholars program.

Related: To support underserved students, four-year universities offer two-year associate degrees

At the program’s unofficial funeral in February, De La Torre-Iniguez had trouble squaring her natural enthusiasm with fiscal reality. They couldn’t afford to pay Ibarra to be director anymore and had reduced the program’s staff from five people to three, and yet she mused about replicating Phoenix Scholars at every community college in the state. Like Robin Williams and the Lost Boys imagining food until it appears in “Hook,” Huerta and Ibarra got in on the act. A house for the students! Child care too! They could do away with the age cap imposed by the federal grant. (If Lalo’s birthday had been even two months earlier, he would have turned 25 too soon to participate.) And why not develop a dual-enrollment track, rather than requiring a full class load, to hook students the same way many gangs had: with a little taste that gets them coming back for more? Huerta could even run a randomized trial, since the program had gotten so popular they’d had to turn students away!

They quickly remembered themselves. A nonprofit called Centro CHA had provided stipends for students, and the program also got support from the LBCC Foundation and the city of Long Beach. But the annual $330,000 from the TGIY program covered the vast majority of expenses. 

That federal initiative had ramped up from just one award in 2021 to five in 2023, distributing more than $12 million total to 13 applicants between 2021 and 2024. Award recipients included partnerships involving colleges such as Allan Hancock College, Austin Community College and Richard J. Daley College as well as a bar association, a nonprofit focused on violence reduction and more. LBCC applied for another cycle of the federal grant last fall. Not getting it was disappointing, but still there was hope that a different type of grant could support their program until the Trump administration initiated a gutting reduction in force at the Department of Education. With about half the number of employees the department had in January, a judge recently concluded: “A department without enough employees to perform statutorily mandated functions is not a department at all.” Indeed, staff there have stopped responding to emails and calls about the future of TGIY. It is unclear whether current TGIY awardees continue to receive the promised funds and whether new ones will be chosen for FY 2025.

De La Torre-Iniguez made a plea through LBCC’s annual budgeting process to keep Phoenix Scholars for current participants and institutionalize pieces of the program going forward, but LBCC won’t be able to support a robust version of it without external funding.

“Maybe private foundations will step up and fill the gaps,” Huerta tossed out, yet chased his optimism with a sigh: “I’m sure the competition for private grants is going to get even more competitive.” 

The magical food continued to shrink, until it disappeared from their table.

Related: OPINION: Our college students are struggling emotionally. We need to understand how to help them

When Huerta visited LBCC’s student center one day this spring, Lalo didn’t introduce himself right away. He stood off to the side as Huerta addressed a circle of Phoenix Scholars participants, defending the program’s nearly $1 million price tag for a few dozen graduates, and only some of them gang members at that. “It’s low-cost compared to gang-suppression units,” Huerta said, doing a little back-of-the-envelope math: “If there’s a shooting in Long Beach, it costs over $1 million per shooting, right? And if we help prevent 10 shootings over three years, that’s $10 million that we saved the city.” Looking at it another way, “it was like $5,000 … to support a student, and it’s what, $30,000 to incarcerate people?” He was only counting the program’s direct impact, but Lalo tells his nieces and nephews that if he can do it, they can too, and Flores said a handful of girls affiliated with a gang recently approached her: “They were like, ‘Oh my God, Jessica, how do you do this? Can you show me?’”

After the throng dwindled, Lalo stepped toward Huerta with the same mix of confidence and fragility that marked his living situation, sobriety and educational path, as well as his attempts to help his daughter get to know him with little gifts.

“How was your first semester?” Huerta asked.

“My first semester was honestly very pleasing,” Lalo said, referring to the term he completed before the attack. “I was very amazed at how much I learned in just eight weeks.”

What interested him the most, Huerta wanted to know. Minutes passed as the two discussed the field of addiction science, iterating on the pros and cons of contrasting approaches.

Then Huerta turned to the young man whose road had diverged from his own and said, “Hit me up, and I’ll connect you to the right people.”

That is how the gang-impacted students at LBCC, and all the schools that could have replicated its model, had the backing of the nation.

For a time.

Contact editor Nirvi Shah at 212-678-3445, securely on Signal at NirviShah.14 or via email at shah@hechingerreport.org

This story about gang members was produced by The Hechinger Report, a nonprofit, independent news organization focused on inequality and innovation in education. Sign up for the Hechinger newsletter.

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Education

Traya’s holistic prescription, ET BrandEquity

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Saloni Anand, co-founder of Traya

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.”

  • Published On Jul 7, 2025 at 08:59 AM IST

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Education

Ministers urged to keep care plans for children with special needs

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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”.



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Education

Korean tech companies eye growing AI public education market

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(Naver)

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]



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