By Sumaila Ogbaje
In a fresh push to counter rising insecurity and rebuild social cohesion in the North-West, the European Union (EU) and Search for Common Ground on Tuesday inaugurated the ”Hustle” reality show (Buge Buge).
The project is an innovative youth-focused entrepreneurship programme designed to strengthen peace, economic resilience and community trust across Katsina, Zamfara and Sokoto States.
The event brought together government officials, development partners, civil society organisations, and youth leaders committed to addressing the drivers of conflict in one of Nigeria’s most fragile regions.
Speaking at the inauguration, the West Africa Regional Director, Search for Common Ground, Francis Diakanda, said the initiative was created to counter the structural causes of violence by empowering young people with livelihood skills, business opportunities and platforms to lead peace efforts in their communities.
Diakanda said insecurity in the North-West had been worsened by high unemployment, limited economic inclusion and the exclusion of youth from decision-making.
He said a youth-led research conducted in September, revealed that 92 per cent of young people believed they could lead peace building and entrepreneurship in their communities while the majority preferred learning through TV, radio, and Hausa-language media platforms.
Accordimg to him, the ”Hustle” aims to transform that narrative by positioning young people as solution architects, not threats.
”The project funded by the EU and expected to be implemented over 24 months, will bring together young entrepreneurs from rural and urban communities to compete in a reality-style programme featuring business challenges, mentorship and peace building activities.
”This show is more than entertainment; it is a peace building tool designed to inspire millions of viewers and demonstrate that collaboration, tolerance and innovation can bridge divides and reduce violence.”
Also speaking, the EU Ambassador to Nigeria and ECOWAS, Mr Gautier Mignot, said the Union supported the project as part of its broader commitment to addressing insecurity by expanding economic opportunities and amplifying youth voices.
Mignot said youth empowerment remained at the centre of the EU’s partnership with Nigeria, especially through initiatives that create jobs, strengthen social cohesion, and reduce the vulnerability of young people to recruitment by armed groups.
According to him, the project aligns with the EU’s Multi-annual Indicative Programme for Nigeria (2021–2027), which prioritises innovation, job creation, civic participation and inclusive governance.
”When young people thrive, communities are safe, and nations more resilient.
”The Hustle creates will create a platform for young Nigerians to demonstrate the creativity and drive that are essential for peace and stability.”
Mignot added that the inauguration builts on earlier EU-supported peace and security programmes, including interventions in the Niger Delta, the Middle Belt and North-East, all aimed at reducing violence and strengthening community resilience.
Mignot said the EU would continue to invest in youth-led solutions and work closely with the Nigerian Government to address the root causes of conflict.
Similarly, the Minister of Youth Development, Ayodele Olawande, described the project as a timely intervention to strengthen peace building and youth empowerment across Nigeria.
Olawande said the initiative aligned with the Federal Government’s commitment to promoting dialogue, social cohesion, and resilience among young people.
He noted that the project came at a time when violent extremism, social division and limited economic opportunities continue to affect many youths, particularly in the North.
According to him, sustainable peace must be built from the ground up through trust, inclusion and shared responsibility.
In the same vein, the Country Director of Search for Common Ground, Mr Karno Ouattara, said the ”Hustle” reality show was a groundbreaking platform designed to empower young people in the North-West with entrepreneurship skills and peace building opportunities.
Ouattara said the EU-funded initiative would run for 20 months across Katsina, Zamfara and Sokoto States, where insecurity, unemployment and social divisions continue to affect youths.
He said the project will treat young people not as beneficiaries but as “partners, innovators and peace builders”.
He explained that the reality show would feature young entrepreneurs competing through mentorship sessions, business clinics and team challenges, with winners receiving seed capital to grow their ventures.
He thanked the European Union and other partners for supporting what he called a ”timely and transformative investment” in the future of Nigerian youth.
”The concept is based on youth-led research showing that 92 per cent of young people believe they can lead peace and entrepreneurship efforts in their communities.
”The programme will be produced in Hausa and English to ensure wide accessibility, especially among young viewers who rely heavily on television, radio and social media for learning and engagement,” he said. (NAN)
