People for the Ethical Treatment of Animals (PETA) India is launching a ground-breaking new initiative developed by its team of twenty-somethings for Indian youth in their teens and twenties. The new program, called petaDishoom, gives young people a fun foundation to help dishoom animal abuse by letting them know what their favourite stars are doing to help animals; offering them amazing prizes for showing compassion to animals and providing resources to youth who wish to go vegan, stop wearing leather and stop buying cosmetics tested on animals. The new programme operates via a Web site, http://petadishoom.com/, which in its launch version includes contests in which visitors can sign up for a chance to win a poster autographed by vegetarian Pamela Anderson, a CD by the band Swami for the person who forwards a video featuring DJ Swami advocating vegetarianism to the most friends and a sexy poster of John Abraham, who wants birds to live free of imprisonment in cages. Through the Web site, youth will routinely be offered prizes such as celebrity-autographed items, iPods, mobile phones, T-shirts, wallets, caps, wristbands and more. The Web site will also regularly feature new actions which people who sign up for petaDishooms Street Team can take to help animals and get cool rewards. The www.petaDishoom.com Campus section includes tips on what people can do on their campuses to help animals as well as information on bands such as Jal, Pentagram, Indian Ocean, Parikrama and others which have supported PETA at college festivals throughout the country. The Web site even has its own version of Page 3 called Page 3 , which includes a feature on rescues and other victories for animals over the past 25 years as celebrated by people such as No Doubts Tony Kanal, Moby, Dennis Rodman and Anoushka Shankar as well as a gossip section which includes news about Shahid and Kareena Kapoor, Alicia Silverstone and P!nk. The Web sites Your Life section provides shopping tips on being stylish without costing a cow a leg, a list of cosmetics and perfumes which are not tested on animals and a Foodie section which lists items on menus at coffee shops and other youth hang-outs which are vegan, plus recipes. The Web site also includes a blog which will be updated frequently by PETA campaigners reporting on demonstrations and other news in the animal rights movement. Youth will also be able to communicate with other young people who share their interest in animal rights through the Web sites message boards.
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