Crowd at gathering

About us

We are an Indigenous-led grassroots movement of men, boys and all Canadians - standing up to end violence against women and children.

The first moose

The inspiration for the campaign came to co-founders Paul Lacerte and his daughter Raven in 2011 when they were hunting together on their traditional Carrier territory. They were close to the Highway of Tears in northern British Columbia, where so many women, particularly Indigenous women, have gone missing or been murdered.

Reflecting on the sorrow of this setting, they brought down a moose that would help feed the family for the winter and decided to use its hide to create the very first moose hide pins.

Since then, the campaign has grown into a recognized nationwide anti-violence movement, with thousands of participating communities, schools and organizations. Over two million moose hide pins have now been distributed in Canada and across North America.

Paul Lacerte tanning moose hide

We had a moment of inspiration to take that moose hide, tan it, cut it up into little squares and give it to men - as an outward sign of our commitment to end violence against women and children in this country. Paul Lacerte

Challenging men and boys

Efforts to address domestic and gender-based violence have historically been led by women and women’s organizations. The Campaign was founded on the belief that men and boys need to step up and take action too, challenging behaviour that leads to violence and developing a culture of healthy masculinity.

Our ultimate goal is to end violence towards women and children. In order to achieve this, we challenge men and boys everywhere to:

  • Stand up with women and children and speak out against violence towards them.
  • Support each other as men and hold each other accountable.
  • Teach boys the true meaning of love and respect and be healthy role models for them.
  • Teach boys the true meaning of love and respect and be healthy role models for them.
  • Heal ourselves as men and support our brothers on their healing journey.

Although we challenge men and boys, we invite everyone to get involved in the campaign. We have a vision of distributing 10 million moose hide pins and seeing one million people fasting together in ceremony to end violence against women and children. People of all genders, ages and cultures are invited to take part in the campaign.

Indigenous medicine

The campaign is rooted in and guided by Indigenous cultural teachings. It suggests other ways of thinking about masculinity, gender roles and relationships - as well as our path to healing. Moose hide pins are gifted to every and anybody as an Indigenous medicine to help address a deep social illness impacting all Canadians.

Our work also highlights the disproportionate impact this violence is having on Indigenous women and children, and the implicit racism at the root of this.

The campaign is a practical way for Indigenous and non-Indigenous Canadians to come together to solve a crisis and take steps towards reconciliation.

Those who take part are taking direct action on the Truth and Reconciliation Commission Calls to Action and the National Inquiry into Missing and Murdered Indigenous Women and Girls Calls for Justice.



Answers to key questions about our work Read More

Contact us

The faces behind the Campaign and how to get in touch.
  • 1