The British Council has always been a keen supporter of social and environmental issues, recognizing the critical role that sustainable urban environments play in creating healthier communities and a better quality of life. By investing in initiatives that promote liveability, the British Council aims to contribute to the well-being of individuals and communities, fostering environments that are conducive to creativity, cultural exchange, and overall human flourishing. Additionally, projects - such as 'Rivers of the World' in 2010 -  align with global efforts to address environmental challenges, reflecting the British Council's commitment to sustainability and responsible citizenship.

Launched in 2008, the Creative Cities project is a visionary initiative that addresses the vital themes of sustainability, the creation of liveable cities, and the cultivation of healthy communities. Over the course of three years, the project unfolded through three distinct programs. The "Future City Game" provided a playful platform for participants to brainstorm and devise long-term strategies for enhancing the livability of their cities. The Urban Ideas Bakery, a mobile "laboratory," convened Europe's most exceptional young creative minds with city leaders to collaboratively address social challenges and develop, test, and evaluate innovative solutions. Additionally, a workshop sought to identify the factors influencing the creativity of a city, contributing to the project's overarching goal of fostering sustainable, vibrant urban environments.

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