Anti–seal hunting campaigns have attracted high profile supporters, and with them, hefty financial contributions. From Pamela Anderson to Paul McCartney, celebrities have voiced their outrage about an issue they seem keenly unqualified to discuss. Meanwhile, seal hunters are unjustly targeted for traditional practices that have supported them for centuries. With a way of life on the cusp of extinction, who’s really at fault? How does a culture that exercises understated anger and finds peaceful ways to resolve conflict compete with animal activist groups that rely on anti-sealing sentiment they aggressively cultivate to underwrite their other causes? Alethea Arnaquq-Baril uses her filmmaking skills to organize and embolden a new tech-savvy generation of Inuit to stand up for their rights. Establishing #sealfie on Instagram and skillfully employing social media, they lobby legislators and expose misinformation while staying true to their values in their fight for survival. (Written by Alexander Rogalski, HOT DOCS 2016)