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about us

about-face: a reversal of direction, attitude, behavior, or point of view

— Merriam-Webster’s Collegiate Dictionary, 11th Edition


Who we are

About-Face’s vision is for women and girls to lead full lives, unconstrained by a preoccupation with appearance and body image, and for media representations of women and girls to be gender-balanced or gender-neutral.

To move toward our vision, About-Face improves girls’ and women’ self-esteem and body image through equipping them with tools to understand and resist harmful media messages. That is, we teach media literacy and a host of other life skills, as well as the skills to take action to make social change.


How we do it

To accomplish our mission, we have the following programs for young women (and students of all genders, including boys):

  • School and Community Program: Media and body image workshops and curriculum for youth in the San Francisco Bay Area that deepen students’ understanding of media messages and encourage action-taking
  • Online Presence Program: Online engagement of you through About-Face.org, our resource-filled web site, and popular social media channels including Tumblr and Instagram
  • Speaking engagements for adult advocates of girls (parents, teachers, relatives, mentors, and friends) to help them understand the pressures facing girls today, how to discuss media messages in a productive way, and how to bolster girls’ self-esteem

Our workshops and Workshop Leader trainings take place throughout the San Francisco Bay Area, and our online presence reaches across the United States in all directions.


Why we do it

All the major studies point to the problem: Western culture’s emphasis on stereotypes of women and girls, and thinness as the beauty ideal, is a risk factor for depression, negative mood, and binge eating. In turn, dieting is linked with eating disorders. In addition,

  • 95 percent of girls want to lose weight.
  • Teenage girls who read articles about dieting are five times more likely to take extreme weight-loss measures five years later than girls who do not read such articles.
  • Body image and eating disturbances contribute to higher levels of depression in adolescent girls.
  • Women of color and Caucasian (white) women are equally likely to present symptoms of eating disorders such as bulimia and binge eating disorder.

Girls and women are suffering every day from ills like low self-worth, depression, persistent anxiety over weight and appearance, extremely unhealthy diets and exercise regimens, and eating disorders. All of these problems interfere with a woman’s ability to function to the best of her abilities or seize opportunities, including finding the confidence to run for political office or achieve in a corporate career. This limits not only their potential but also their earning power and chances of equality.

In nearly every published research study on media effects on young women, including from the American Psychological Association (APA), the researchers recommend two major strategies for addressing harmful effects of media: media-literacy education and advocacy training for young women. About-Face uniquely meets this need by empowering and educating young women to put up their own psychological barriers against harmful media messages so they can thrive and overcome the internal and external obstacles to their own success.


Who we reach

  • Young women and girls
  • Ages 13 through 18 (approximately 7th-12th grade)
  • From every background, ethnicity, and socioeconomic status
  • In the San Francisco Bay Area (through School & Community Program)
  • United States and beyond (through Online Presence program)


What about boys and men?

We support young men as potential allies to their female counterparts as well as encouraging boys’ positive body image and sense of self-worth. Thirty-five percent of our workshop participants are young men.


Our philosophy

  • Girls and young women are sophisticated users of media, but not necessarily productive critics of that media. We meet girls where they are on this issue and instill critical-thinking skills — in a fun way — to truly understand the messages they’re consuming.
  • Young women don’t need to be “fixed” to feel good about themselves: They already know what to do, but they need role models and some tools. So we never talk down to them, and we always listen hard.
  • To reinforce learning about culture and society, taking positive, productive action is the next step. Young women in our programs learn to take action by resisting harmful media in their own lives, in their communities, and they regularly speak out to the media-makers themselves.
  • Activism, action-taking, and advocacy can take many forms. They don’t have to be LOUD or confrontational. Taking action can take the form of self-talk while looking in the mirror and being more kind to oneself.
  • Health comes in all shapes, sizes, and colors. People CAN be healthy while they are “overweight,” as well as unhealthy while they are thin. Our work strongly encourages healthy eating and exercising behaviors in addition to self-acceptance.
  • Teens won’t learn if they’re not having fun. We use our trademark sass, humor, and wit to bring the message home.


Real, measurable outcomes

Our current outcomes provide strong evidence of the success of our program in improving self-esteem.

In surveying 425 past participants after a single About-Face workshop:

  • 49% showed an increase in self-esteem
  • 45% felt less pressure from media to be attractive or look like celebrities
  • 75% did not purchase beauty or grooming products or go on a diet to change their appearance

Our evaluation process was developed by Kjerstin Gruys, a PhD in Sociology from the University of California, Los Angeles. Christina Peter, who holds a PhD in Statistics, Evaluation, and Assessment and Human Development and Learning from the University of Illinois at Chicago, further evaluates our programs.


Organizational details

About-Face was founded by Kathy Bruin in 1995 in San Francisco, California (United States), and our main office is in the Financial District of San Francisco.

About-Face is a 501(c)(3) non-for-profit organization (federal tax ID number 26-2768240). Our official name is About-Face Media Literacy, Inc., and we’re incorporated in the state of California. We are committed to transparency, and you can see more about us on GuideStar.



>> Our workshops and curricula

>> Our partners

>> How we got started