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:
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.
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.