Rome, Italy - 2 August 2024 - The activities of the World Conference on Social Communication "Shaping Tomorrow" kicked off in the afternoon of the first day, Friday 2 August, with a captivating talk by Sister Xiskya Valladares, a Religious of the Congregation of the Purity of Mary, and co-founder of the digital evangelisation project "iMisión". Also speaking before the Secretary of the Vatican's Dicastery for Communication, Bishop Lucio Adrian Ruíz, the nun conducted a pleasant interaction with the audience, emphasising that "if we want an adolescent to understand us, without losing our identity, we have to embrace their language". On the strength of her 14 years as a "digital missionary" and her experiences on various social networks, Sister Valladares first highlighted some traits of the young people of "Generation Zeta": for example, that they are not really passive, but demanding; that they seek spontaneity understood as authenticity; or that they have a desire for immediate answers. He then indicated some of the techniques and paradigms needed to intercept them on the social networks: understanding the network as a space for conversation; developing creativity to the utmost; gamifying evangelisation (carrying it out in a playful manner); knowing how to fit in with viral trends; or, again, putting one's feelings and emotions into play. All this, not to get a few more 'likes', but to achieve a real involvement of one's followers, and to succeed in the end in really reaching people's hearts.