People for the Ethical Treatment of Animals (PETA) is getting in on the text messaging craze sweeping the nonprofit world with the launch of their "Elephants Never Forget" campaigned aimed directly at teens and young adults.

The campaign, which is launching at this year's summer VANS Warped Tour, aims to raise awareness of the mistreatment of circus elephants, which are often beaten and isolated. Earlier this summer, actress Olivia Munn filmed a PSA to raise awareness for the cause. PETA, the world's largest animal rights organization, focuses its campaigns on animals in factory farms, in laboratories, in the clothing trade and in the entertainment industry.

Those who text NEVER to 73822 (PETA2) can get more information on the campaign and will be subscribed to a mobile list for PETA's youth division, peta2. They'll also be prompted to visit the PETA tent at the Warped Tour to collect a free prize. The digital campaign is made possible by Waterfall Mobile, the same digital provider behind the campaign for the documentary The Cove.

This is the 16th annual summer Warped Tour festival, sponsored by Vans shoes. The 43-date tour kicked off on June 25 in Carson, Calif. and wraps up August 15 in Hillsboro, Ore. This year, 73 up-and-coming bands, including The Pretty Reckless, fronted by Gossip Girl's own 16-year-old goth girl Taylor Momsen (right). For those too old to recognize Momsen, here's something you'll be able to relate to: Momsen recently scored the coveted spot as spokesmodel for Madonna's new line for Macy's, "Material Girl." Yep, you read that right. Madonna really did go material.