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Bilbao (Basque Country, Spain), for “Bilbao Balioen Hiria (BBH) – Bilbao City of Values”. The project has strengthened cultural values as the backbone of sustainable development of the city. The project is very collaborative: it has involved more than 2200 members stakeholders, including institutions, NGOs, companies, the media, political groups and other actors, through analysis, dialogue, reflection and collaboration. It has delivered a local “Bilbao Charter of Values” and it has launched several international actions, too. The participative methodology is an example to be adapted by other cities.