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Actually the image is of "Our Lady of Guadalupe". Apart from the significance of when Mexican Indians stopped sacrificing to the gods (including child sacrifice and carving out hearts) in 1500s after the Mother of God displayed roses on Juan Diego's tilma as a sign to the Bishop, the image represents pro-life sentiments (Patroness of the Unborn) to Catholics of Mexican descent (and Catholics in general). The image is carried in annual pro-life marches and during prayers in front of abortion centers.

http://www.sheppardsoftware.com/Mexicoweb/factfile/Unique-facts-Mexico15.htm

https://vivaguadalupe.org/news/ten-amazing-facts