Reality show to empower youth in Northwest unveiled

An International Peacebuilding Organisation, Search for Common Ground and the European Union (EU) has launched ‘The Hustle Reality Show’ a youth-focused initiative aimed at promoting entrepreneurship, peacebuilding, and economic resilience among young people in Northwest Nigeria. The event, held on Monday in Abuja, the nation’s capital, was to reinforce peace and social cohesion in the […]

An International Peacebuilding Organisation, Search for Common Ground and the European Union (EU) has launched ‘The Hustle Reality Show’ a youth-focused initiative aimed at promoting entrepreneurship, peacebuilding, and economic resilience among young people in Northwest Nigeria.

The event, held on Monday in Abuja, the nation’s capital, was to reinforce peace and social cohesion in the North West Nigeria with the specific objective of ensuring that youth develop activities and alternatives to violent extremism.

The 24-month EU funded project would empower young Nigerians in Katsina, Zamfara Sokoto states through innovation, collaboration and enterprise.

Speaking at the event the EU Ambassador to Nigeria and ECOWAS, H.E. Gautier Mignot described the initiative as “a timely intervention that places young people at the centre of social transformation.

According to him “ Today marks the beginning of an exciting journey one that shifts young people away from the drivers of conflict and positions them as agents of change,”

He added that the EU is committed to expanding economic opportunities, strengthening social cohesion and creating meaningful platforms for youth engagement across Nigeria.

Mignot explained that youth empowerment is a core element of the EU’s Multiannual Indicative Programme (2021–2027), which prioritises innovation, skills development, and job creation.

He said The Hustle Reality Show aligns with these goals by providing a creative platform for training young Nigerians in entrepreneurship, business management, financial literacy, and peacebuilding.

The EU is building on previous youth-focused programmes such as:
Nigeria Jubilee Fellows Programme (co-funded with UNDP)
Inclusive Religious Engagement in Taraba and Adamawa States
Community-Centred Approach for Transforming Violence (Niger Delta)
I-RENEW — advocacy and leadership training for youth activists

“These initiatives show our firm belief that young Nigerians must be equipped with tools to shape their communities and drive peace,” the ambassador added.

Also speaking at the event the Country Director, Search for Common Ground in Nigeria, About Karno Ouattara,described the project as “a bold and timely initiative that positions young people not as victims, but as partners and solution architects.” He said the 20-month programme will equip youth with business skills through mentorship, team challenges and pitch sessions, culminating in seed capital for winning ideas.

He said the Hustle Reality Show-a first-of-its-kind initiative aimed at promoting entrepreneurship, innovation, and peacebuilding among youth in Katsina, Zamfara and Sokoto States.

“ The initiative is based on a youth-led research conducted in September 2025 involving over 550 young people, where 92% expressed belief in entrepreneurship as a tool for community development, and 55% called for more innovation-focused programmes.

“ To ensure inclusion, at least 50% of participants will be women, with representation from persons with disabilities and both rural and urban communities. The programme will be broadcast in Hausa and English, leveraging TV, radio and social media to reach a wider audience” Ouattara added.

The Director thanked the European Union, state governments, media partners and youth networks, stressing that the project aims to rewrite the narrative of young people in the Northwest.

“This project is built around their ideas, energy and determination. They are not the problem-they are the solution.”

On his part the Minister of Youth Development, Comrade Ayodele Olawande, who was represented by Hajia Amina Dauran, Director of Network and Social Mobilisation in the Ministry commended the initiative as an important step toward youth development and peacebuilding in Nigeria.

Conveying the Minister’s message, she said it was “an honour and privilege” to be part of a programme that supports national efforts to build safer, more resilient communities for young people.

According to the Minister, the project arrives at a crucial time when issues such as violent extremism, limited economic opportunities, and social fragmentation continue to affect young Nigerians particularly in the North.

“Sustainable peace cannot be imposed; it must be built from the ground up through inclusive participation, communication, trust, and shared responsibility,” She stated.

She reaffirmed the government’s commitment to collaborating with civil society, development partners, and the private sector to ensure that every young Nigerian is “equipped not only to survive but to thrive.”

Over the coming months, participants of The Hustle Reality Show will undergo training in entrepreneurship, financial literacy, business development, and peacebuilding. They will also be connected with mentors, investors, and professional networks.

The Hustle is designed in English and has a language for cultural authenticity and board accessibility and will be broadcast on some selected TV stations and digital platforms across Northern Nigeria engaging millions of viewers and amplifying positive stories of resilience and innovation.