Where Did the Idea Come From?
The idea for the campaign came to founders, Paul Lacerte and his daughter Raven, during a hunting trip on their traditional territory along the "Highway of Tears", a stretch of highway in northern British Columbia where many women have been murdered or gone missing. While harvesting a moose, they had a moment of inspiration: tan the moose hide and cut it into little squares for pins, and engage men and boys in efforts to end violence against women and children. To date, over two million squares have been distributed.
The inspiration came from the land, from the loving relationship between a father and daughter, from the stretch of highway where violence has taken so many loved ones, and from the spirit of the moose.