European Commission President Ursula von der Leyen speaks during a media conference on the defense package at EU headquarters in Brussels, Tuesday, March 4, 2025. (AP Photo/Virginia Mayo)
The European Union (EU), in partnership with 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 over a 24-month period, seeks to equip young people with entrepreneurship skills, mentorship opportunities, and peacebuilding training.
Speaking at the launch, EU Ambassador to Nigeria and ECOWAS, Gautier Mignot, said the initiative aligns with the EU’s Youth Action Plan, which prioritizes empowering youth in marginalized communities and fostering connections across social and regional divides.
“The Hustle Reality Show embodies all three pillars by engaging youth from diverse communities, equipping them with entrepreneurial skills, and building networks that transcend social, ethnic, and regional lines,” Mignot said. “We are convinced that when young people thrive, societies become more resilient, innovation expands, communities become safer, and national development accelerates.”
Francis Diakanda, West Africa Regional Director of Search for Common Ground, emphasized that the project was designed to address structural drivers of violence by improving economic inclusion and supporting youth leadership.
“High unemployment, social exclusion, and limited opportunities have worsened insecurity in the region,” Diakanda said. “Youth-led research conducted in September showed that 92 per cent of young people believe they can lead peacebuilding and entrepreneurship initiatives in their communities.”
The programme will feature a reality-style competition, where young entrepreneurs engage in business challenges, mentorship, and peacebuilding activities. Diakanda stressed that the 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.”
The North-West has faced escalating insecurity over the past decade, driven by banditry, farmer–herder clashes, kidnappings, and communal tensions.
Rural communities in Katsina, Zamfara, and Sokoto have been particularly affected, experiencing recurring violence, displacement, and the collapse of local economies.
Through The Hustle Reality Show, the EU and Search for Common Ground aim to empower youth as agents of change, fostering economic opportunities and promoting peace in some of Nigeria’s most vulnerable regions.
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