Self-Independence Academy
The brief
UNDP wanted to challenge the idea that everyday domestic skills belong to one gender. The campaign had to make cooking, laundry, cleaning and home care feel practical and relevant to men, then move that audience from a social post toward active learning.
Production approach
Fine Line shaped the campaign around recognisable creators demonstrating useful tasks in a direct, repeatable format. The team handled creative direction, production, influencer sourcing and paid social in Lebanon, building one horizontal and one vertical teaser into a 50-video series featuring 23 creators.
Outcome
The completed campaign reached 459,000 men and recorded 20,000 learning engagements. The teaser shown here introduced the scale of the academy and directed viewers toward its quiz and learning content under the "I am capable" message.
Client: UNDP Accelerator Lab · Creative and production: Fine Line Production · Lebanon, 2025
