Search for Common Ground, a leading peacebuilding organisation, on Thursday inaugurated the Advisory Committee of its Hustle Project, marking a significant step toward reshaping narratives about young people in Nigeria’s North-West.
The project, unveiled in November 2025, aims to change perceptions and expand opportunities for youth across the region.
Speaking at the induction meeting in Abuja, the organisation’s Programmes Director, Gift Omoniwa, said the initiative seeks to move beyond negative stereotypes that often define young people in the North-West.
She noted that youths in the region are frequently associated with insecurity, street survival struggles, and other destructive activities.
According to her, the Hustle Project is designed to showcase positive alternatives by creating pathways for young people to thrive as entrepreneurs and peace ambassadors within their communities.
Omoniwa emphasised the critical role of the Advisory Committee, which comprises traditional leaders, government representatives, youth advocates, and other stakeholders.
She urged members to provide honest feedback, ensure accountability, and guide the project in aligning with cultural values, government priorities, and the aspirations of young people.
The project, she explained, is anchored on three key support mechanisms: the Advisory Committee, a mentorship network connecting participants with business and peacebuilding experts, and a network of investors and judges to ensure transparent grant allocation.
“These three components form a strong, interdependent structure—like a three-legged stool—supporting the success of the Hustle Project,” she said.
Omoniwa expressed confidence that the initiative would directly impact young people in the North-West by fostering peace, social cohesion, and economic empowerment.
She also appreciated committee members for their commitment, noting that their guidance would be central to achieving the project’s goals.
Also speaking, Saji Frelis, Global Director of Children and Youth Programmes at Search for Common Ground, described the initiative as a powerful tool for youth empowerment.
He said the project’s reality TV component would help young people feel seen, heard, and valued, while strengthening trust between generations.
“It shows that youth are partners in shaping peace, security, and well-being. At the end, we expect to see stronger youth agency, safer communities, and meaningful opportunities,” he said.
One of the committee members, Alhaji Sani Kabbi, a traditional title holder from Sokoto State, described the initiative as timely, noting that it would help tackle unemployment, poverty, and social vices while building youth resilience against insecurity.
Kabbi called for the project’s sustainability, urging the involvement of traditional institutions and government agencies, including the creation of dedicated budget lines to support it.
“This project must be sustained to continue impacting communities positively,” he said.
Mrs Amina Danjuma, Special Assistant to the Minister of Women Affairs on Women Economic Empowerment, also commended the initiative, noting that it comes at a critical time.
She observed that idle youths are often targets for recruitment by bandits, adding that the project offers viable alternatives.
Danjuma highlighted the importance of entrepreneurship, stating that the competitive reality show format would help participants develop practical economic skills.
“Poverty and lack of opportunity are key drivers of insecurity. This project addresses those challenges directly,” she said.
She further recommended that states and communities conduct economic viability surveys and ensure the programme delivers broader benefits beyond direct participants.
Danjuma also called for partnerships with NGOs and the private sector, describing the project as capital-intensive but highly impactful.
“Any organisation that can contribute to peacebuilding and youth empowerment should support this initiative. Expansion and collaboration will strengthen youth engagement and peace promotion across northern Nigeria,” she added.
According to an overview, Seasons One and Two of the reality show—spanning 13 episodes—will feature 36 youths from Katsina, Zamfara, and Sokoto states over a 24-month period.
The project is estimated to cost N200 million for the two seasons.
