1. Fostering Gender Equality: Meeting the Entrepreneurship and Microfinance Challenge Promotion campaign: « Female Entrepreneurship » Sarah Van Cauwenbergh Jean-Pierre Watthy

2. Content Participation Fund: –Products –Starter Loan Study: “Impact of microfinance in Belgium - Distinction between men and women” Promotion campaign

3. Some products CofinancingMicrofinance 2006StarteoStarter Loan Solidarity Loan Men63%49%50% Women37%51%50% Participation Fund: Approvals

4. Starter Loan

5. Campaign origin Fostering Gender Equality: Meeting the Entrepreneurship and Microfinance Challenge  Pilot project: Promotion campaign towards ♀ → Leaflets → Posters  Promotion campaign: → Purpose: Encourage women to take the step for an independent activity → Target group: Potential female entrepreneurs

6. Leaflets: Dutch

8. Leaflets: French

10. Posters

11. Study « Impact of microfinance in Belgium: Distinction between men and women » Base of the promotion campaign Methodology: –Survey MAS (http://www.masresearch.be)http://www.masresearch.be –1999-2004 –Microcredit: maximum € 25,000 MenWomenTotal Non stoppers7053123 Stoppers29 58 Total9982181

12. Profile Age groupMenWomen - 3020.4%21.3% 30 – 3941.8%42.5% 40 – 4928.6%28.8% + 509.2%7.5% Age: Dependent children: –Men: 52.7% ↔ Women: 70.9% –Investment: Time + money

13. Motivations

14. Sectors

15. Support

16. Promotion Campaign Female Entrepreneurship

17. Women symbol & catchy title Emphasis on microfinance Idea: start own business with: Women playing a leading role Participation Fund as moneylender Graphic design uniformity with other leaflets

18. Uniformity: examples

19. Contact via «green phone number» (free of charge)

20. Leaflet in the scope of the « Fostering Gender Equality » project Other products Support (free of charge)