Pune: In celebration of Children's Day, Bollywood hero Jackie Shroff launched People for the Ethical Treatment of Animals (PETA) India's exciting new Website designed especially for young people.

Jackie congratulated PETA's first "Superstar Kid" – a feature on the site that spotlights acts of kindness by today's youth – Pune resident Rahul Patil, who rescued a dog who fell down a well, persuaded a fortune teller to relinquish a parakeet kept in a tiny cage, saved two goats whom he found tied up too tightly to take even a few steps and helped raise money for campaigns to save animals. His story about setting free two fish caught by his father is featured in the latest issue of the group's magazine 'PETA's Animal Times'.

Most children are naturally drawn to animals, and PETA wants to help them put their compassion into action. The new www.PETAIndiaKids.com site features tips on helping to reduce the suffering of animals raised for food and used in entertainment – from chickens to dancing bears – and shows kids how to bring animal protection and modern teaching methods into the classroom by being "conscientious objectors" to crude animal dissections. Fun features like drawing and painting contests, colourful cartoons that take the "Mickey' out of people who are unkind to animals and easy vegetarian recipes are sure to keep kids coming back for more and encourage them to feel understanding, compassion and empathy for all beings, regardless of any surface differences.

Long-time PETA India supporter Jackie Shroff is always eager to find time in his hectic schedule to be a part of PETA's efforts to reach out to children. He has already helped by hosting PETA's Compassionate Citizen video, which is part of a humane-education programme that is sent to thousands of schools around the country.

"Nurturing kids' natural affinity for animals will help make them more sensitive to the feelings of others, including friends, classmates and family members," Jackie said. "As a scholar once said, 'If you teach a child to be kind to a mouse, you do as much for the child as for the mouse', and that is the goal at www.PETAIndiaKids.com."