Just BE is a program dedicated to improving self worth, self esteem and self concept in girls. Girls are largely influenced by the media and messages that surround them regarding standards of beauty and what is 'normal'. On average, teenage girls consume about 10 hours and 45 minutes of media a day. Studies show that teenagers use media a way to evaluate themselves. More often than not, the media causes individuals to not only misinterpret, but also misunderstand themselves, others and society as a whole. Social identity theory suggest that individuals develop self esteem according to a sense of membership and belonging. Depending upon the demographic, the effects of messaging varies. Television and media exposure predict a decrease in self esteem for white and black girls and black boys while media exposure shows an increase in the self esteem of white boys. Studies also show that that boys are often the beneficiaries of positive messages about to what to aspire to. As a result, young girls of color have a more defined battle towards building their self-esteem than white counterparts. In a recent study done by Girl Scouts of America, 72% of girls hated their bodies and felt self conscious after flipping through a fashion magazine after three minutes. While the media stands as the greatest way to communicate, educate and share information; it is also critical we examine the long lasting psychological effects of messaging with adolescents.