Francisco I. Madero

“Effective suffrage, no reelection” was the slogan with which Francisco I. Madero challenged Porfirio Díaz, who had held power for decades through repeated reelections. Madero ran against Díaz in 1910, was jailed, and then launched the Revolution with the Plan of San Luis; he became president in 1911 and was murdered in 1913 during the coup known as the Decena Trágica.

The phrase became so central to Mexican political culture that it long appeared as a closing line on official documents. Don’t confuse it with “Land and Liberty,” the slogan associated with Emiliano Zapata.