Moose Hide Campaign
Standing with Men and Boys Against Violence
The Moose Hide Campaign is an Indigenous-led grassroots movement to engage men and boys in ending violence against women and children. What began along the Highway of Tears in northern British Columbia has grown into a nationwide movement: bringing together Indigenous and non-Indigenous Canadians from communities, schools, governments, and workplaces in shared commitment and ceremony.
At the heart of the campaign is a small square of moose hide.
Wearing the pin is a pledge: a visible, personal commitment to honour, respect, and protect the women and children in your life, and to speak out against gender-based and domestic violence.
Why Moose Hide?
The campaign was co-founded by Paul Lacerte and his daughter Raven, who were hunting moose on their Carrier territory: a grounding, generational tradition that residential schools tried to erase.
Moved by the land and the ongoing loss of women along the Highway of Tears, they transformed that tradition into a symbol of accountability and healing.
Moose hide represents the reclaiming of what colonization tried to take: cultural connection, intergenerational knowledge, and the responsibility to protect one another.
Why are Pins free?
The moose hide pins are offered freely — not sold — because of a deeply held Indigenous value: reciprocity. In many Indigenous cultures, traditional medicines and teachings are gifts, not transactions. Each pin is given in a spirit of generosity and trust, carrying a calling rather than a price tag.
For those who receive a pin and feel moved by the campaign, reciprocity can look many ways: starting a conversation, organizing a local event, wearing the pin with intention, or, for those who are able, offering a donation to help keep the medicine moving.
To learn more about why the pins are free and how you can give back, visit the Moose Hide Campaign’s page on The Power of Reciprocity.
Our Commitment at First Light
The Moose Hide Campaign speaks directly to values we hold at First Light: that Indigenous women, children, and families deserve safety, dignity, and care; and that healing is most powerful when it is rooted in culture and done in relationship with one another.
We support this campaign as an expression of those values. We encourage the men, boys, and allies in our community to wear the pin, join in on local events, and carry that commitment into their everyday lives. This work aligns with our broader efforts around MMIWG2S+ awareness, community safety, and the Calls for Justice. You can see our advocacy work and the change we are working towards by visiting our Calls for Change.
How You Can Take Part
To learn about the campaign’s history, order a free moose hide pin, register for Campaign Day, or find resources for your school, workplace, or community, visit the Moose Hide Campaign directly:
Support
If you, or someone you know is experiencing signs of distress, don’t hesitate to reach out to services available 24/7/365:
- Canada-wide Supports Page (Moose Hide Campaign)
- Hope for Wellness Help Line (Indigenous centred): 1-855-242-3310
- Crisis Services Canada: (Canada-wide) 9-8-8
- National Family and Survivors Circle: 1-844-413-6649
- Newfoundland and Labrador Sexual Assault Crisis and Prevention Centre: 1-800-726-2743