Women using the #BreastiesStrong hashtag have a message they want to get off their chests: "Don't shame us for having breasts."

The #BreastiesStrong hashtag took off on social media this week in response to an inflammatory Facebook post by a Sussex, N.B., pastor who said women should be "embarrassed" by their cleavage.

In the controversial post, Pastor Philip Hutchings, of the Higher Life Christian Centre, said women who take selfies with their cleavage visible (though not exposed) are "insecure."

Hutchings addressed his original Facebook post to "insecure women" who he said "conveniently" include their chests in their selfies. "Don't need your weird aerial views. We are embarrassed for you," he said. "I know you're trying to make up for other losses… but let's be honest… the whole pic is a loss."

Hutchings concluded the post with the words "PLEASE SHARE… LET'S SAVE LIVES!" and the hashtag #AgainstBreasties.

The #BreastiesStrong hashtag soon cropped up in response to Hutchings' words, with many women proudly posting their "breasties" in defiance.

"In essence, it's a selfie taken from above, which is a flattering angle for most people," N.B. tattoo artist Jesse Lynn-Jenkins told CTV Atlantic. "It just so happens that the chest happens to be in it."

Some of the photos include breast puns in their captions or otherwise poke fun at Hutchings and his original message.

Breast snack of the day #breastiesstrong A photo posted by ainslie138 (@ainslie138) on May 2, 2015 at 3:19am PDT

Breast morning coffee ever #breastiesstrong A photo posted by ainslie138 (@ainslie138) on May 2, 2015 at 3:17am PDT

Can't it always be like this in Nova Scotia? ☀️ #BreastiesStrong A photo posted by Melissa McPhee (@melissacmcphee) on Apr 29, 2015 at 10:57am PDT

So proud of my community for standing together for an issue that MATTERS! #ProBreasties #breastiesstrong pic.twitter.com/VB1BxPX3RB — Sarah & Jason Kay (@mumof2princes) May 1, 2015

"They're trying to promote the confidence instead of the shaming," #BreastiesStrong supporter Sarah Cunningham Kay told CTV Atlantic. "It's awesome. I go through my Facebook page and all these people are posting it."

She adds that the photos are not meant to be sexually "provocative" in any way. "They just pictures of us every day," she said.

CTV Atlantic reached out to Hutchings for comment on Friday, but staffers at his church said he was out of the country.

Hutchings did not reply to social media inquiries from CTVNews.ca and CTV Atlantic.

However, Hutchings has been active on Twitter in recent days, tweeting and retweeting messages about enduring criticism.

Theres a demonic attempt to remove the voice of the anointed/church.BUT IT WONT WORK. GOD WILL CONTINUE 2 INCREASE #AdversityBringsAdditions — Rev. Phil Hutchings (@HLCCentre) May 2, 2015

In one tweet, Hutchings posted a screen captured image from one of his sermon videos, with the number of views circled at the bottom. "lol what was meant to take you out… always takes you up," he wrote.

lol What was meant to take you out...always takes you up. pic.twitter.com/gj90MYD54c — Rev. Phil Hutchings (@HLCCentre) May 2, 2015

Another tweet included the hashtag #FreeAdvertising.

Enemies can do for you in a day...what could take friends a lifetime. #Noticed #FreeAdvertising #Think ;) lol — Rev. Phil Hutchings (@HLCCentre) May 1, 2015

With files from CTV Atlantic