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Brief Published: 1 Jul 2011

DLD Women: 12 in 2012


Facebook has launched a project to find out what it’s like to be the first generation to grow up in a truly digital society, called 12 in 2012. Launched by Joanna Shields, Facebook's vice-president (Europe, Middle East and Africa) at the DLD (Digital Life Design) Women conference in Munich on Wednesday, it seeks to uncover the complexities of a 12-year-old’s constantly connected life.

The campaign has a dedicated website and Facebook group. Central to the campaign is the question: ‘If you could travel back in time to the year that you were 12 and meet yourself again as a young person, what advice or experiences would you share?’ Members can leave their words of wisdom on the Facebook wall.

Shields said at the conference: "Today, kids are growing up in a perfect storm of technology. Before, we wrote letters – today, 50 epiphanies a day can be shared instantly."

DLD Women unites topics like leadership, female markets & consumer behaviour, social innovations and how digitalization is shaping the life of women in today's society. DLD Women ran from June 28-29 2011.


12 in 2012