There are almost 9 million women in Kazakhstan.

It`s a big country where little girls are told that their destiny is only to keep the house and raise kids. This is a country where women should be silent.

But the Information about the bank's promotion and the perfume rocketed around all media.

The whole country has started to literally feel the women’s contribution to its’ future and development.

Many businesswomen and businessmen have spontaneously joined the promotion thus raising the topic.

Kazakhstan is a region where women are traditionally expected to play the archetypal role of stay-at-home mothers. Discussing women’s rights is deemed inappropriate in Kazakhstani society, as is a woman’s desire to study or work. It is considered unacceptable to invite a woman to a business negotiation or shake a woman’s hand at the end of it.

Yet, according to the statistics, women account for 39% of Kazakhstan’s GDP, they operate 41% of small and medium-sized businesses and 50% of the country’s sole proprietors are female.

At the same time, women endeavor to start their own businesses but are afraid to develop them.

They are also generally reluctant to take loans from banks, even though they are the most responsible credit users.

The campaign’s objective is to change the society’s opinion about female entrepreneurship and to inspire businesswomen to develop their businesses and use the bank’s services.

In Kazakhstan a woman entrepreneur feels uncomfortable as the is all alone in the man’s world. She is in a constant state of fighting with the world and the system.

But there are many businesswomen who are ready to share their experience and support their colleagues. We’ve decided to create the atmosphere of support towards female entrepreneurs.

To make the huge female businesses’ contribution to the country’s development visible.

To support female entrepreneurs and promote credit provisioning services among businesswomen.

Business is money. We decided to add the “female” side to all the money circulating in female business to prove that there are many businesswomen in Kazakhstan and that their contribution to the economy is immense.

The campaign is focused on female entrepreneurs who are starting their business or planning to develop it. Women with proactive attitude to life 18 y.o and older.

A week before International Women’s Day, a huge number of bloggers, journalists and ordinary people noticed that money started to have a nice smell. And then the bank revealed Forte Femme perfume and, together with thousands of businesswomen, daubed all money circulating in their businesses with it.

The last 5 bottles of the perfume were sold at the auction. The money was channeled to female entrepreneurship support funds.

A week before International Women’s Day, Female entrepreneurs received a gift from the bank – perfume sets with the essence, scented cash register tape and “Woman entrepreneur” stickers.

On TV and Radio, famous female entrepreneurs of Kazakhstan unveiled what the scent stands for: respect, overcoming, success, confidence, achievements and victories of businesswomen. One could deposit the scented banknotes at a profitable rate.

Forte Femme has become social media phenomenon in Kazakhstan.

The whole country has started to literally feel the women’s contribution to its’ future and development.

Many businesspersons have spontaneously joined the promotion thus raising the topic of women’s role in Kazakhstan for public discussion.

The last 5 bottles of the perfume were sold at the auction. The money was channeled to female entrepreneurship support funds.

There were hundreds of new users on the Bank’s website launched for female entrepreneurs. Lots of women were interested in the bank’s services.