NOW’s purpose is to take action to bring women into full participation in the mainstream of American society now, exercising all privileges and responsibilities thereof in truly equal partnership with men. This purpose includes, but is not limited to, equal rights and responsibilities in all aspects of citizenship, public service, employment, education, and family life, and it includes freedom from discrimination because of race, ethnic origin, age, marital status, sexual orientation/identity/expression, or parenthood.

The NOW Foundation's Women's Health Project launched the Love Your Body campaign in Sept. 1998 as a national day of action to speak out against advertisements and images of women that are harmful, offensive, disrespectful and demeaning. Each year, on Love Your Body Day, activists around the country say "no" to twisted beauty standards and hazardous advertisements by holding rallies, pickets, house parties, classroom discussions and more.

Specific to the Hollywood Chapter, our focus in purpose is to address and serve the needs, issues, and concerns of women in Hollywood – both geographic and entertainment industry. We’re working to redefine the image of women in Hollywood, and we recognize real beauty as healthy bodies – inside and out.