The former fashion model wants women and girls to define their own self worth, rather than thinking they should look or be a certain way based on pop culture.
Jones said every day girls are getting messages they're not good enough; her goal is to show them they are.
"There are too many girls out there that are crippled by their insecurities," Jones said. "And one of the things I'm really passionate about is reminding them that they're awesome exactly as they are and it's not contingent on what they do."
She said her life as a model, with fancy clothes and a lavish lifestyle, was unfulfilling; she wanted to help change the world.
After hearing a lecture about reality shows in graduate school, Jones came up with a social experiment. Get cast on a reality show and launch her organization I am that Girl.
When she was 24-years-old, she was cast on Survivor: Micronesia.
"Even just the fact that you're on an island with no makeup," Jones said. "That in itself was a social experiment that you get to go out in the world and be venerable and that's the biggest thing that I preach on."
Jones said her time in Micronesia was tough; she went 13 days with out eating and lost 30 lbs. But, she helped create an all female alliance that helped her get through the game.
In our every day life, Jones said that's what women need to do.
"We (women) are being conditioned to be threatened by each other," Jones said. "I don't know at what point we forgot we're actually on the same team.
She looks at her movement as Girl Scouts for women. It's all about empowering each other to go after your dreams and be the best person you can be.
Jones invites anyone who wants to be a part of the movement, to join a local chapter of I am that Girl and take the pledge:
"I, _________, am that girl.
I am perfectly flawed and sublimely beautyFULL. I am a constant work in progress. I recognize that what I admire in others also exists within myself. As a member of this community, I promise to collaborate instead of compete and remind other girls of their worth when they've forgotten. I'm on a mission to turn self-doubt in to self-love, to use my voice, to share my truth, to love others, and to leave this world better than I found it. "
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