A community of Inuit in Canada have launched a protest against Ellen DeGeneres' famous Oscars "selfie" which has raised $1.5m (£900,000) for an anti-seal hunting charity.
The comedian's photo with a host of Hollywood stars became the most retweeted post of all time and even caused Twitter to break for a short amount of time on March 2.
The picture also proved very lucrative for sponsor Samsung which also agreed to make a donation to the Humane Society of the United States, a charity chosen by DeGeneres which campaigns against killing the animals.
The website for The Ellen Show calls seal hunting "one of the most atrocious and inhumane acts against animals allowed by any government".
Ellen was joined by a host of stars in the selfie. Pic: @TheEllenShow But members of the Inuit indigenous population have now started their own online "sealfie" campaign.
They have been posting photos of themselves dressed in clothing made from seal fur.
Iqaluit film-maker Alethea Arnaquq-Baril, with friends Nancy Mike and Laakkuluk Williamson Bathory, spearheaded the protest which aims to show the importance of seal hunting from the Inuit point of view.
The activity is an important part of Inuit culture and provides much needed warmth, food and income.
Ms Arnaquq-Baril tweeted a photo alongside the words: "@TheEllenShow I am an Inuit seal meat eater, and my fur is ethical, humane. #sealfie vs. #selfie".
Her tweet has spawned a host of others on the micro-blogging site, including by @papatsirojas who wrote: "@TheEllenShow First pair of sealskin kamiks I've sewn for myself. #Sealfie #embracingmyculture #cultralpide #inuit."
Ms Rojas told Sky News: "I'm passionate about this campaign because, as Inuit, we are defending our right to embrace our culture, which includes the use of the seal. My Inuit heritage is a source of great pride for me."
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