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PETA debuts mobile campaign to stop abuse of elephants

People for the Ethical Treatment of Animals has launched a mobile campaign that aims to raise awareness about the abuse of elephants and other animals in circuses.

PETA is using Waterfall Mobile?s messaging platform to build a mobile subscriber list. The ?Elephants Never Forget? campaign plans to run in conjunction with the Vans Warped Tour 2010 and is the first mobile initiative from the company.

?Mobile gives PETA the tools to deliver our messages to a laser-targeted demographic of young music fans at the Vans Warped Tour and allows us to get the word out about our future initiatives,? said Joel Bartlett, director of marketing at PETA, Norfolk, VA.

?No longer is a computer necessary to stay informed and get active for animals?that can now happen anytime, anywhere,? he said.

Mobile awareness
PETA focuses its attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: on factory farms, in laboratories, in the clothing trade, and in the entertainment industry.

Waterfall Mobile provides digital messaging and CRM for businesses and nonprofit organizations.

Users can sign up to receive campaign information from PETA by texting the keyword NEVER to the short code 73822 (PETA2).

Those who text in will be subscribed to a mobile list for peta 2 ? PETA?s youth division ? and be prompted to visit the PETA tent at the Warped Tour where they can pick up a free prize.

?SMS gives PETA a new and effective way to reach out to members and raise awareness about issues, such as the abuse of elephants and other animals used in circuses,? Mr. Bartlett said. ?Mobile is an invaluable platform for inspiring digital activism and getting people informed and engaged.

?PETA has signage around the Vans Warped Tour asking people to text in and stop by our booth for a free gift,? he said. ?Our tour staff is talking it up at the booth and is equipped to answer questions about it."

Social outreach
The company has also been reaching out to our Facebook fans and Twitter followers.

?We?ve begun letting supporters know about opportunities to get involved locally,? Mr. Bartlett said. ?We?re excited about using text messaging to cut through the clutter of people?s inboxes and let them know what they can do to help animals.

?Next, we plan to roll out polls, contests, and viral campaigns to get more people engaged in the animal rights movement,? he said.

Final Take