Abuja: 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, also known as 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.
According to News Agency of Nigeria, the West Africa Regional Director of 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 noted that insecurity in the North-West has been exacerbated by high unemployment, limited economic inclusion, and the exclusion of youth from decision-making processes. A youth-led research conducted in September revealed that 92 percent of young people believed they could lead peacebuilding and entrepreneurship in their communities, with the majority preferring to learn through TV, radio, and Hausa-language media platforms.
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 peacebuilding activities. Diakanda emphasized that the show is more than just entertainment; it is a peacebuilding tool designed to inspire millions of viewers and demonstrate that collaboration, tolerance, and innovation can bridge divides and reduce violence.
The EU Ambassador to Nigeria and ECOWAS, Mr. Gautier Mignot, expressed the union’s support for the project as part of its broader commitment to addressing insecurity by expanding economic opportunities and amplifying youth voices. Mignot stated that youth empowerment remains at the center 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. The project aligns with the EU’s Multi-annual Indicative Programme for Nigeria (2021-2027), which prioritizes innovation, job creation, civic participation, and inclusive governance.
Similarly, the Minister of Youth Development, Ayodele Olawande, described the project as a timely intervention to strengthen peacebuilding and youth empowerment across Nigeria. Olawande highlighted that the initiative aligns with the Federal Government’s commitment to promoting dialogue, social cohesion, and resilience among young people. He noted that the project comes at a time when violent extremism, social division, and limited economic opportunities continue to affect many youths, particularly in the North.
In the same vein, the Country Director of Search for Common Ground, Mr. Karno Ouattara, described the ‘Hustle’ reality show as a groundbreaking platform designed to empower young people in the North-West with entrepreneurship skills and peacebuilding opportunities. Ouattara noted that 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 emphasized that the project will treat young people not as beneficiaries but as ‘partners, innovators, and peace builders’. The reality show will feature young entrepreneurs competing through mentorship sessions, business clinics, and team challenges, with winners receiving seed capital to grow their ventures.
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.