Preserving freedom and privacy in the Netherlands has been Privacy First's mission since its founding in 2009. In our annual report of 2011 we outlined a positive change that has been ongoing since that time (despite resistance): privacy climbs ever higher on the social and political agenda. Whereas the attention reserved for privacy in the media increases, the privacy-awareness of citizens equally augments. In the meantime Privacy First has conquered a strong position in the Netherlands. Privacy becomes mainstream. Privacy is the new green! We are keen to elucidate this for you in our annual report 2012!