The Chronicle, 8/2/2006: Charities Find That Joining Forces With Touring Musical Acts Can Help Spread Their Messages to New Audiences

The Chronicle, 8/2/2006: Charities Find That Joining Forces With Touring Musical Acts Can Help Spread Their Messages to New Audiences: "Charities Find That Joining Forces With Touring Musical Acts Can Help Spread Their Messages to New Audiences
By Jennifer C. Berkshire

When People for the Ethical Treatment of Animals sought to develop a youth division four years ago, organizers

of the animal-rights group in Norfolk, Va., knew they wanted music to be a key component of their efforts to reach young people.

'Our goal was to focus on things that kids care about,' says Caleb Wheeldon, senior outreach coordinator at PETA2, the charity's youth-oriented counterpart. 'Our audience is heavily into music, so we needed to be right there with them.'"

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