Campaign Description

Online campaign based on a website exposing the facts and a video that explains the chronology of the problem:

Romeo waited outside after taking his wife, Susana, to the emergency room at the San Cristobal de las Casas during his daughter’s delivery. Two days later, they brought him her corpse and a dirty baby. They did not offer any explanation. They did not explain that Susana was not treated immediately, that she was left naked in a hospital bed in front of all patients and hospital staff, that they removed her gallbladder without her consent and that, after her death, they took her fingerprint to falsify her authorization of the surgery.

The death of Susana cannot remain unpunished. No woman should suffer what she went through. No family should face what her family is facing. The Mexican State must offer reparation of damages and the San Cristobal Women’s Hospital must be safe for women.

The campaign demands the Mexican Government offers reparation of damages for Susana's family and the San Cristobal Women's Hospital becomes safe for women.

This campaign used the exact name of a Government's campaign as the name of the campaign: Chiapasionate. Which is a Government campaign to promote tourism in Chiapas. In social media both campaigns got mixed up, so people tweeting about tourism in the state could see also the messages related to the case.

Campaign Objectives

  • Inform and drive attention to Susan's case
  • Ask for a public apology from the Government
  • Demand a dignified hospital with trained personal
  • Repairing moral damage

Campaign Target Audience

  • Women's rights advocates to put pressure on local government

Campaign Tools and Activities (Online & Offline)

  • Online petition
  • Online campaign (Tweeting using #chiapasionate)
  • Website

Campaign Outcomes

  • On November 2014, Chiapas's Government publicly apologize for its responsibility on Susana's death. It was the first time that an state government apologizes for a maternal death.
  • The government sign an agreement to guarantee health and education access to Jonathan y Susanita, Susana's children.
  • 46.177 people sign the petition


  • To use a famous government campaign to disseminate their own campaign
  • To drive enough attention to the case, to get the government's attention and respond.

Organizations involved

  • GIRE

Campaign on Social Media

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