Instead of the traditional cross, activists encouraged people to write the number 43 in ash on their foreheads and to take to the streets.
Many people posted photos of their ash-inscribed foreheads. And the associated hashtag, #43nosonceniza (“43 are not ashes”), was trending for much of the day in Mexico.
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It was unclear whether the calls drew many people to gather in the streets, but they gained a lot of traction on social media.
The #43nosonceniza tag was mentioned around 34,000 times on Twitter over a 24-hour period, according to Topsy, a site that analyzes social media activity.
