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When Jason La Rochelle joined the Justice Institute of British Columbia (�󹬵���) in 2019 as its Director, Office of Indigenization, �󹬵���’s Corrections & Court Services division was a regular supporter of the Moose Hide Campaign. Recognizing the importance of this grassroots, Indigenous-led movement to end gender-based violence – and the role public safety professions have played in causing harm to Indigenous peoples – he saw the potential to expand �󹬵���’s involvement.

“The question wasn’t ‘why should we participate’ but ‘why wouldn’t we?’” said La Rochelle.

A key part of the Institute’s commitment to Truth and Reconciliation is to encourage everyone in the �󹬵��� community to deepen their understanding of the Truth and explore how they can contribute to Reconciliation. And as a public, post-secondary institution focused on preparing students and recruits for public safety professions, �󹬵��� seemed a natural fit for a campaign addressing gender-based violence – an issue many of its graduates will encounter in their careers.

After all, as the campaign points out:

• Indigenous women are killed at six times the rate of non-Indigenous women.
• At least one in four women attending college or university in Canada will be sexually assaulted by the time they graduate.
• Every year there are over 60,000 physical or sexual assaults against women in B.C.

La Rochelle noted that the �󹬵��� Police Academy was one of the first areas to embrace the campaign. Every year, he speaks to police recruits about the purpose of the movement and hands out the moose hide pins – a symbol of the wearer’s commitment to honour and protect women and children, and to speak out against gender-based and domestic violence.

He explains how the campaign started out by engaging Indigenous men and boys to take a stand against violence towards women and children. Since then, it has broadened its scope to call on all Canadians to commit towards ending all gender-based violence.

“I’ve had recruits thank me for talking about it,” he said, stressing the importance of the campaign in prompting conversations about the issue with future police officers and first responders.

Campaign shines light on issue of gender-based violence

�󹬵��� President and CEO Len Goerke, a former police chief, said the Moose Hide Campaign helps to bring much-needed attention to the prevalence of gender-based violence.

“There’s a tendency to believe it’s somehow under control,” Goerke said. “The reality is the opposite – it’s still very common in our society. When somebody puts the statistics in front of your face, they’re pretty hard to ignore.”

Goerke said this awareness is embedded into how �󹬵��� educates future public safety professionals.

“We try to prepare our students to serve in a way that gives the issue the focus and priority it deserves.”

�󹬵��� was first post-secondary to raise campaign’s flag

In 2024, the Moose Hide Campaign honoured �󹬵��� by designating it as an Ambassador Campus in recognition of its demonstrated commitment to Truth and Reconciliation and ending gender-based violence. �󹬵��� was the first post-secondary institution to raise the Moose Hide flag at its campuses, an annual tradition since 2022.

“Seeing the Moose Hide Campaign flag raised at �󹬵��� campuses fills the heart with pride, gratitude, and hope,” said Raven Lacerte, Co-Founder and Executive Director of the Moose Hide Campaign. “This simple yet powerful act is a reflection of the care and courage that lives within the �󹬵��� community – a community choosing to stand up, speak out, and walk together toward healing and change.”

Dr. Omar Karim, the campaign’s National Director, Post-Secondary and Initiatives, added, “The flag-raising at �󹬵��� marks more than just a symbolic moment – it reflects a relationship built on trust, shared values, and a genuine commitment to Reconciliation.

“�󹬵��� has taken this challenge to heart, leading with intention and integrity. Their leadership reminds us what’s possible when institutions commit to walking alongside movements that matter.”

As Goerke said, the Moose Hide Campaign “keeps reminding us to ask ourselves, what can we do as a post-secondary institution to make the situation better?”

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