Comments posted on Facebook by a New Brunswick pastor have sparked a firestorm of controversy and a new hashtag: #BreastieStrong.

A post by Sussex, N.B. pastor Rev. Philip Hutchings criticized women whose selfies “conveniently” include their chest.

Hutchings, the founder and leader of Higher Life Christian Centre in Sussex, has since deleted the post.

But many women who feel his words amounted to shaming are fighting back by posting selfies taken from above and hashtagging them #BreastieStrong.

“They are trying to promote the confidence instead of the shaming,” said Sarah Cunningham Kay, who took action on her Facebook page to fight back against the pastor’s post.

That post reads: “Dear insecure women…please stop conveniently including your chest in your selfies. Don’t need your weird aerial views. We are embarrassed for you…no really…we are. I know you’re trying to makeup for other losses…but let’s be honest…the whole pic is a loss. #AgainstBreasties (Breast + Selfies) PLEASE SHARE…LET’S SAVE LIVES!”

Now the term “Breastie” is catching on.

“In essence, it’s a selfie taken from above, which is a flattering angle for most people, and just so happens that a chest happens to be in it,” said Jesse Lynn Jenkins, a tattoo artist based in Sussex.

Cunningham Kay said she’s pleased with how much “Breastie” backlash Hutchings’ comments have received.

“That’s awesome. When I go through my Facebook page, like all these people are posting and it’s not provocative pictures; they’re just pictures of us everyday,” she said.

CTV News made several attempts to contact Hutchings through social media and over the phone, but has yet to receive a response.

Staff at the Higher Life Christian Centre said Hutchings had left the country for meetings.

Members of the centre interviewed by CTV News said they agreed with the pastor’s words, but declined to be interviewed on camera.

With files from CTV Atlantic’s Ashley Blackford