By Sumaila Ogbaje
Search for Common Ground, a leading peacebuilding organisation, on Thursday inaugurated Advisory Committee of its Hustle Project, as a key step in reshaping narratives about young people in Nigeria’s North-West.
The project, which was unveiled in November 2025, was designed to reshape perceptions and create opportunities for youth in Nigeria’s North-West.
Speaking at the induction meeting in Abuja, Gift Omoniwa, Programmes Director for the organisation, said the project seeks to move beyond negative stereotypes that often associate youth in the region.
Omoniwa said the region’s youth population was often associated with insecurity, street survival struggles, and destructive activities.
According to her, he Hustle Project is about showcasing alternatives, creating pathways for young people to thrive as entrepreneurs and peace ambassadors in their communities.
Omoniwa highlighted the critical role of the committee, which brings together traditional leaders, government representatives, youth advocates, and other stakeholders.
She urged members to provide honest feedback, ensure accountability, and guide the project to align with cultural values, government priorities, and the aspirations of the youth.
The project, she said, was anchored on three key support mechanisms: the Advisory Committee itself, a mentorship network linking young participants with business and peacebuilding experts, and a network of investors and judges to ensure transparent allocation of grants.
“These three components form a strong, interdependent structure—like a three-legged stool—supporting the success of the Hustle Project,” she added.
Omoniwa assured that the project’s success would directly impact the lives of young people in the North-West, fostering peace, social cohesion, and economic empowerment.
She concluded by appreciating the committee members for their commitment, noting that their guidance and wisdom would be central to achieving the project’s objectives.
Also speaking, Saji Frelis, Global Director, Children and Youth Programmes at Search for Common Ground, described the project as a tool for youth empowerment.
According to him, the reality TV show helps young people feel seen, heard, and valued.
“It strengthens intergenerational trust and shows adults that youth are partners in shaping peace, security, and well-being.
“At the end, we expect to see youth agency, safer communities, and meaningful opportunities,” he said.
One of the committee members, Alhaji Sani Kabbi, a traditional title holder from Sokoto State, said the initiative was timely, saying it would help to address unemployment, poverty, and social vices while building youth resilience to insecurity.
Kabbi called for sustainability of the project while calling for engagement of traditional leaders, government, and agencies to create dedicated budget lines and ensure cash backing.
“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, lauded the initiative which she said was targeting the youth at the right time.
According to her, bandits often recruit idle youths but this project will gives them alternatives.
Danjuma highlighted entrepreneurship, saying the competitive element in the reality show would help youth to develop economic skills.
“Poverty and lack of opportunity are drivers of insecurity. This project addresses those challenges directly.
“Every state and community must conduct economic viability surveys. Beyond participants, the program should create benefits for other youths in the community. This ensures wider economic impact,” she said.
Danjuma also called on other NGOs and private sector actors to partner, describing the project as capital-intensive but invaluable.
According to her, any organisation that can add value to peacebuilding and youth empowerment should support this initiative.
“The search for a common ground has started well but expansion and collaboration will strengthen youth involvement, entrepreneurship, and peace promotion across Nigeria’s northern communities. It is a model worth replicating,” she said.
Overview of the project revealed that the Season one and two of the reality show comprising 13 episodes, would feature 36 youths from Katsina, Zamfara and Sokoto States to run for 24 months.
The project is expected to gulp N200 million for the two seasons. (NAN) (www.nannews.ng)
Edited by Sadiya Hamza
