The European Union, in collaboration with Search for Common Ground, launched The Hustle Reality Show (Buge Buge) on Tuesday, a youth-driven initiative aimed at combatting insecurity and fostering peace in Nigeria’s North-West region.
This programme, set to unfold across Katsina, Zamfara, and Sokoto States, is designed to equip young individuals with essential entrepreneurship skills, provide mentorship, and engage them in peacebuilding activities. Funded by the EU, the initiative is expected to span over 24 months.
During the launch, the EU Ambassador to Nigeria and ECOWAS, Gautier Mignot, articulated that the initiative aligns closely with the EU’s Youth Action Plan, which focuses on engaging diverse youth, empowering those from marginalised communities, and fostering connections that transcend social and regional divides.
“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,” Mignot stated.
He further emphasised, “We are convinced that when young people thrive, societies become more resilient. Innovation expands. Communities become safer. And national development accelerates.”
Francis Diakanda, the West Africa Regional Director of Search for Common Ground, highlighted that the project aims to address the underlying factors contributing to violence by enhancing economic inclusion and nurturing youth leadership.
He pointed out that issues such as high unemployment, social exclusion, and limited opportunities have exacerbated insecurity in the region. Diakanda referenced youth-led research conducted in September, which revealed that 92 per cent of young people felt they could spearhead peacebuilding and entrepreneurship initiatives within 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,” he explained. “Insecurity in the North-West has been aggravated by high unemployment, a lack of economic inclusion, and the exclusion of youth from decision-making processes.”
The project will feature young entrepreneurs competing in a reality-style programme that includes business challenges, mentorship, and peacebuilding activities.
“This show is more than mere entertainment; it serves as a peacebuilding tool designed to inspire millions of viewers and demonstrate that collaboration, tolerance, and innovation can bridge divides and diminish violence,” he added.
The North-West region has witnessed 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 experiencing recurring violence, displacement, and the deterioration of local economies.
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