In a move to support the federal government’s efforts to tackle insecurity, boost peacebuilding, and rebuild social cohesion in the North-West, the European Union (EU) and Search for Common Ground (SCG) have launched “The Hustle Reality Show” initiative.
The innovative youth-focused entrepreneurship programme, designed to strengthen peace and economic resilience in conflict-affected areas across Katsina, Zamfara, and Sokoto States, was launched in Abuja on Tuesday.
Speaking at the launch, the EU Ambassador to Nigeria and the Economic Community of West African States (ECOWAS), 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.
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According to him, the project aligns with the EU’s Multiannual Indicative Programme for Nigeria (2021–2027), which prioritises innovation, job creation, civic participation and inclusive governance.
He said, “When young people thrive, communities become safer and nations become more resilient.
“The Hustle creates a platform for young Nigerians to demonstrate the creativity and drive that are essential for peace and stability.”
Mignot added that the launch builds 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.
The Minister of Youth Development, Ayodele Olawande, described the project as a timely intervention to strengthen peacebuilding 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 comes 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.
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.
According to him, the Hustle aims to transform that narrative by positioning young people as solution architects, not threats.
He said, “The project, funded by the EU and 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.
“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.”
The Country Director SGC said the EU-funded initiative would run for 20 months across Katsina, Zamfara, and Sokoto States, noting that the project treats young people not as beneficiaries but as “partners, innovators and peacebuilders.”
He explained that 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.
He thanked the European Union and other partners for supporting what he called a “timely and transformative investment” in the future of Nigerian youth.