Canadian Inuit are taking on Ellen DeGeneres' famous selfie photo from the Oscars after the celebrity gave some of the money raised from the star-studded pic to a group that fights seal hunting.
DeGeneres donated $1.5 million of the money raised by the photo to the Humane Society of the United States, one of the loudest voices against the seal hunt.
In response, Inuit from across Nunavut are using social media sites to post "sealfies" — pictures of themselves wearing sealskin clothes, standing beside freshly killed seals or looking forward to enjoying a tasty seal meal.
Other Inuit have posted YouTube videos explaining why they find the anti-sealing stance so offensive.
And a Newfoundland artist has shaved a portrait of DeGeneres into a glossy silver-and-black sealskin pelt.
The woman organizing the sealfie campaign called the TV star the latest "pretty blonde celebrity" to drown out the Inuit voice on the issue.