January 03, 2011 08:00 ET

Global Campaign joinFITE Launches in U.S. and 56 Countries January 6 and New Partners Unveil Novel Platform and Revolutionary Method to Create Microfunding Capital for Women Entrepreneurs

SAN FRANCISCO, CA--(Marketwire - January 3, 2011) - Beginning January 6, 2011, consumers around the world can become agents of change by combining everyday retail activity with a few keystrokes, and turn into lenders with the power to extend microloans to thousands of women entrepreneurs around the globe. 

The global premiere of joinFITE -- Financial Independence Through Entrepreneurship -- will feature this first-of-its kind innovation, whose goal is to empower women to start or grow their own businesses in the U.S. and 56 other countries. This significant expansion in the world of microcredit, a major element of community growth and poverty alleviation in developing areas, is available via joinFITE -- an open, microlending platform from, accessible to consumers online, offline and through novel strategic partnerships.

WHO: Bennett Grassano of, Jane Wurwand, founder of Dermalogica and other surprise guests

WHAT: The launch of joinFITE, a unique global campaign with an initial goal to extend microloans to at least 25,000 women in low income areas of the US and 56 other countries over the next two years so they can start or grow their own businesses. Powered by, with a startup grant from Dermalogica, is the innovative technology and partnership platform by which the campaign's goals will be achieved.

Via webcast, Grassano and Wurwand will announce details of the campaign and discuss how the revolutionary, open microlending platform will work. They will be joined by some of the campaign's strategic partners who come from the worlds of business, finance, communications and entertainment.

The webcast will feature the global online premiere of the joinFITE short film and viral release.

WHEN: Thursday, Jan. 6, 2011, 11:00-11:30 a.m. EST/8:00-8:30 a.m. PST

WHERE: For access to webcast, register at

WHY: The concept of microcredit for entrepreneurs too poor to qualify for traditional financing was developed by Bangladeshi economist Muhammad Yunus, who was awarded the Nobel Peace Prize in 2006. The joinFITE campaign is focusing exclusively on women who make up 70 percent of people living in poverty. While research has shown that financially independent women can be great agents of change, women receive only 2 percent of all international aid funds, making them an unrealized resource to solve many of the problems in the world today. The joinFITE campaign provides consumers with the capacity to practice "smart economics" by turning every day activities into investments in women. It is intended to give women entrepreneurs a hand up -- not a handout -- so they can improve their lives and that of their families while contributing to the social and economic stability of their communities and countries.


joinFITE is the first global micro-lending website targeted at women, enabling consumer action on line, off line and through novel strategic partnerships. The campaign, joinFITE -- Financial Independence Through Entrepreneurship specifically benefits women entrepreneurs through economic empowerment to alleviate global poverty. is powered by Kiva and targets low income women in the US and 56 countries.

About, a nonprofit organization headquartered in San Francisco, is the world's first microlending Web site. Its mission is to connect people through lending to alleviate poverty. Since it was founded in 2005, has enabled more than 500,000 to loan more than $177 million to 400,000 entrepreneurs worldwide.

About Dermalogica®

Dermalogica® is the leading professional skin care company that provided the startup grant to, to create joinFITE as an open platform. Dermalogica products are currently sold in over 80 countries at select skin treatment centers on the recommendation of a qualified professional skin therapist in addition to the brand's concept spaces in Santa Monica, CA; New York, NY; London, England; Berlin, Germany; Auckland, New Zealand; Dubai, United Arab Emirates; and Mumbai, India and online at Dermalogica® is made in the USA, with its global operations based in Carson, just south of Los Angeles. To learn more about Dermalogica® and the brand's concept spaces, please visit

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