PURA grooms students as consumer watchdogs

The move - done in a bid to engage the country’s youth folk, while creating more awareness on its multi-sector regulatory role - forms part of the Authority’s commitment to inclusive public engagement by expanding its Student Ambassadors Programme, which also aims to introduce young people to the regulator’s mandate and deepen awareness of critical consumer rights and responsibilities.

Launched at its headquarters in Kanifing, the initiative also seeks to bridge the existing gaps in youth-oriented outreach by empowering students from selected schools within the Greater Banjul Area to serve as peer educators and community advocates.

Also, the orientation ceremony welcomed ambassadors from three pilot schools, which will participate in structured sessions designed to enhance their understanding of how PURA regulates vital sectors including telecommunications, electricity, water, petroleum, broadcasting, and sewage.

At the launch, Jamilatou Saidy, Director of Consumer Affairs, underscored the importance of engaging young minds in the national conversation on regulation and consumer protection.

“You are the voices and eyes of PURA in your communities and schools,” she stated.

The opportunity, she added, would not only broaden participant’s knowledge, but would also shape their future career paths.

“Count yourselves lucky. You were carefully selected for this program, and we expect you to make the most of it.”

Saidy assured that while PURA’s previous initiatives such as the Consumer Parliament and Bantaba have made strides in adult engagement, there remained a notable gap in outreach to the youth.

“Most of our past efforts focused on older audiences. This programme is about recognizing students as digital natives, online influencers, and critical information conduits in a fast-paced world,” she added.

The student ambassadors will also receive training on PURA’s toll-free helpline (148), learning how to file complaints and guide peers on how to seek redress.

She spoke of plans to establish a mailing list and digital platform to share educational contents such as safety tips and sector updates directly with students.

Dr Njogou L. Bah, PURA Director General, emphasised the strategic importance of the programme in nurturing future leaders and boosting public trust in regulatory institutions.

“As a multi-sector regulator, PURA understands the value of collaboration. Youth engagement gives us fresh perspectives and helps identify gaps in service delivery,” Dr Bah said.

“Our first cohort of ambassadors proved their worth participating in public forums, conducting telecom surveys, and even producing educational content. We look forward to what this new batch will accomplish.”

Dr Bah encouraged students to actively participate, ask questions, and use the opportunity to explore potential careers within PURA’s regulated sectors.

“You’re not just here to learn; you are here to lead, influence, and bring real feedback that can improve the sectors we regulate,” he inspired the students.

In concluding, the PURA DG said the Student Ambassadors Programme is part of PURA’s broader effort to increase its visibility, build stakeholder confidence, and develop a more informed and engaged consumer base.

With plans to expand the initiative to more schools across the Greater Banjul Area, PURA is betting on the power of education and youth to shape a more transparent, efficient, and responsive regulatory environment in The Gambia.

Moreover, the initiative goes beyond traditional classroom learning, as students under the programme will engage in site visits to operational facilities such as NAWEC’s water treatment plant, the Mandinary fuel depot, and call centers of major service providers.

These hands-on experiences are intended to build their confidence, spark career interest in regulatory sectors, and help them understand the challenges and responsibilities involved in utility regulation.