An international peacebuilding organisation, Search for Common Ground, has intensified efforts to tackle the root causes of conflict and violent extremism in Nigeria’s Northwest through a youth-focused initiative, The Hustle (Buge-Buge) reality TV project.
The project coordinator for Sokoto state, Lantana Oderinde stated this at media coordination meeting with a select journalists in Sokoto on Friday.
She explained that the initiative, which is funded by the European Union (EU), will be implemented across Sokoto, Katsina and Zamfara states, and designed to strengthen peace, social cohesion, entrepreneurship and youth empowerment in communities affected by insecurity and social divisions.
“The persistent conflict in the Northwest has weakened social cohesion, created feelings of insecurity among residents, while eroding trust within communities, and contributed to unemployment and divisions among the people,” Lantana further said.
According to her, Search for Common Ground has noted that negative media narratives have further worsened tensions in the region, which necessitated the need for the media coordination meeting.
“To address these challenges, Search for Common Ground is working on the project to promote dialogue, inclusion and constructive engagement among young people while equipping communities and institutions with conflict transformation tools.
“The Hustle (Buge-Buge) is a groundbreaking reality TV initiative designed to inspire and empower young people across Katsina, Zamfara and Sokoto states by strengthening their entrepreneurial, leadership and peacebuilding abilities,” the project coordinator stated.
She added that the programme would foster collaboration across ethnic, religious and social divides, creating opportunities for youths to innovate, connect and champion solutions that promote economic growth, peace and resilience against violent extremism.
The project, expected to run for 24 months, will feature two seasons of a reality TV show with 13 episodes per season.
Lantana disclosed that 36 youths between the ages of 18 and 35, drawn from the three states, would participate in the first season, with equal representation for male and female contestants.
The initiative will also provide participants with intensive training in business planning, pitching and presentation skills, while successful contestants will receive seed funding to establish or expand their businesses.
Search for Common Ground said the programme would air on television, radio and digital platforms, including AIT and Arewa24, to amplify positive stories and encourage peaceful coexistence across the region.
The coordinator explained that the project was informed by youth-led research and media mapping aimed at expanding community engagement and countering divisive narratives, adding that the project goes beyond entertainment, but serves as a platform to identify, support and amplify grassroots entrepreneurs, artisans, farmers, traders and creatives.
Search for Common Ground said the overall goal of the initiative is to reinforce peace and social cohesion in Northwest Nigeria by empowering youths with alternatives to violent extremism.
