The European Union and Search for Common Ground on Tuesday launched The Hustle Reality Show (Buge Buge), a youth-focused initiative aimed at addressing insecurity and promoting peace in Nigeria’s North-West.
The programme, which will run across Katsina, Zamfara and Sokoto States, seeks to equip young people with entrepreneurship skills, mentorship, and peacebuilding activities.
Funded by the EU, the programme would run for over 24 months.
Speaking at the launch, the EU Ambassador to Nigeria and ECOWAS, Gautier Mignot, said the initiative aligns with the EU’s Youth Action Plan, which prioritises engaging diverse youth, empowering those in marginalised communities, and fostering connections across social and regional divides.
He said, “The Hustle Reality Show embodies all three pillars by reaching youths from different communities, equipping them with entrepreneurial skills, and building networks that cut across social, ethnic, and regional lines.
“We are convinced that when young people thrive, societies become more resilient. Innovation expands. Communities become safer. And national development accelerates.”
West Africa Regional Director of Search for Common Ground, Francis Diakanda, said the project was designed to tackle structural drivers of violence by improving economic inclusion and supporting youth leadership.
He noted that high unemployment, social exclusion, and limited opportunities have worsened insecurity in the region.
Diakanda cited youth-led research conducted in September, which showed that 92 per cent of young people believed they could lead peacebuilding and entrepreneurship efforts in their communities.
“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. Insecurity in the North-West had been worsened by high unemployment, limited economic inclusion and the exclusion of youth from decision-making.
“The project will bring together young entrepreneurs to compete in a reality-style programme featuring business challenges, mentorship, and peacebuilding activities.
“This show is more than 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,” he said.
The North-West has experienced escalating insecurity over the past decade, driven by banditry, farmer–herder clashes, kidnappings, and communal tensions.
Katsina, Zamfara, and Sokoto States have been particularly affected, with rural communities facing recurring violence, displacement, and the collapse of local economies.
