The Live 31 movement, named after the description of the virtuous woman in Proverbs Chapter 31 in the Bible, was founded by four male students at Baylor University who are, in their words, "committed to making a change in American Society in our views toward beauty." Founder Alex Ecklund states in a video, ". . . Shouldn't we be looking for something more than just being physically attracted to someone? . . . If you're a guy, look for the Proverbs 31 woman and don't settle for anything less."