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.'"