Animal rights activists have stepped up their campaign to urge authorities to move a polar bear in Mexico to another country with a more appropriate environment for an animal from the Arctic.

Social media has been a pivotal tool in helping protest organisers push for Yupi, the 20-year-old bear that has lived in a zoo in the northern city of Morelia for her entire life, to be sent to a much colder place in Canada.   

Adam Raney reports from Morelia on how the "Save Yupi" campaign shows Mexico, like other countries around the world, is moving towards online activism.

Source: Al Jazeera