Instituto Ame Sua Mente

What Instituto Ame Sua Mente does

Instituto Ame Sua Mente is a Brazilian non-profit civil society organization (Organização da Sociedade Civil) founded in 2018 and headquartered in São Paulo. It focuses on mental health promotion, stigma reduction, and prevention of mental disorders within the public school system. The organization emerged from more than a decade of scientific research conducted through the Cuca Legal project at the Escola Paulista de Medicina (EPM/UNIFESP), and its principal beneficiaries are public school educators, who serve as the main agents of its social interventions, alongside students, families, and the broader Brazilian public.

The institute delivers impact through a portfolio of free programs and content products. Its flagship program, "Ame sua Mente na Escola," provides structured mental health training to public school educators; the "Bússola Ame Sua Mente" tool offers practical digital guidance for educators dealing with students experiencing mental health issues; and the "Selo Escola que Ama sua Mente" recognition program certifies schools that meet mental health culture, prevention, and management criteria. Content is distributed across multiple formats — blog articles, podcasts, audiobooks, informational sheets, guides, manuals, videos, and WebStories — via the institute's website, social media channels (156,000+ Instagram followers), and major podcast platforms. The organization does not develop proprietary technology products; its work is grounded in scientific research from partner universities including UNIFESP, USP, and UFRGS, and delivered through digital platforms such as WhatsApp-based learning journeys.

Instituto Ame Sua Mente's revenue is derived from a mix of individual and institutional donations, government grants (including a R$236,400 Termo de Fomento with the São Paulo Municipal Education Secretariat covering December 2021 to November 2022), and corporate/foundation sponsorships from organizations including Instituto ABCD, Instituto Umane, Instituto Unibanco, Fundação Lemann, Instituto Natura, FAPESP, and CNPq. All programs and content are provided free of charge to educators, students, families, and the general public. Distribution occurs primarily through formal partnerships with municipal and state education secretariats and via self-serve digital access through the institute's website and applications.

Name

Instituto Ame Sua Mente

Legal name

Instituto Ame Sua Mente

Website

https://amesuamente.org.br

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Instituto Ame Sua Mente is a Brazilian non-profit founded in 2018 that delivers free, evidence-based mental health training, digital tools, and content primarily to public school educators across Brazil, funded by donations, government grants, and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Mental Health Education and Training Services

NAICS

Educational Support Services (611710), Educational Services (611)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Adult Learner Support Services (Advising, Case Management, Wraparound Supports) (EDAAABAJ)

akta.pro secondary industries

Curriculum, Instructional Materials & Practice Testing for GED/HiSET (EDAAABAO), Tutoring, Study Skills & Learning Strategies for ASE (EDAAABAL)

Keywords

• Mental health education
• School mental health programs
• Educator training services
• Nonprofit public health
• Mental health content publishing

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Individual and institutional donations: The institute relies on donations from individuals and institutional backers to fund its social programs and educator training initiatives. Donors are solicited via the website and newsletter.
2. Government and public sector grants: The institute receives government funding through formal agreements such as Termo de Fomento with municipal and state education secretariats, including the Secretaria Municipal de Educação de São Paulo (R$236,400 contract).
3. Corporate and foundation sponsorships: Support from corporate foundations and institutional donors such as Instituto ABCD, Instituto Umane, Instituto Unibanco, Fundação Lemann, Instituto Natura, FAPESP, CNPq, and others funds specific programs and projects.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels14 records

Core offering

Instituto Ame Sua Mente is a non-profit that delivers evidence-based mental health education and training, primarily the "Ame sua Mente na Escola" program for public school educators and the "Bússola Ame Sua Mente" practical-guidance channel. All content, tools, and programs are offered free of charge, funded through donations, government grants, and corporate/foundation sponsorships, with formal training delivered through partnerships with municipal and state education secretariats.

Product overview

Instituto Ame Sua Mente is a non-profit organization (Organização da Sociedade Civil) focused on promoting a new mental health culture in Brazil. The organization offers a comprehensive content portfolio centered on mental health education, primarily targeting public school educators and students. The core offerings include the 'Ame sua Mente na Escola' training program, the 'Bússola' digital guidance tool, and the 'Selo Escola que Ama sua Mente' recognition program. Content is distributed across multiple formats including audiobooks, blog articles, informational sheets, guides/manuals, podcasts, videos, and WebStories, all available through the website and major digital platforms. The organization emerged from over 10 years of scientific research through the 'Cuca Legal' project initiated in 2006, with the formal institute established in 2018.

Differentiator

Problem solved

Functional benefit

Brands

• Ame sua Mente na Escola: Project that provides mental health training for educators in public schools
• Bússola Ame Sua Mente
• Selo Escola que Ama sua Mente

Products and services

• Ame sua Mente na Escola Core training program in mental health for public school educators, expanding educators' knowledge of mental health promotion, disorder prevention, management strategies, and stigma reduction for application with children and adolescents.
• Bússola Ame Sua Mente Free digital channel providing practical guidance to help educators deal with students who may be experiencing mental health issues.
• Selo Escola que Ama sua Mente School recognition/certification program that promotes mental health culture, prevention, and management of disorders in schools by recognizing best practices.
• Livro: Saúde Mental na Escola — o que os educadores devem saber Printed book 'Saúde Mental na Escola: o que os educadores devem saber' organized by Rodrigo Bressan and Gustavo Estanislau, published by Artmed in 2015, serving as a reference text for educators on mental health topics.

Quantifiable outcome

• 728 educators trained and 213 schools benefited between 2020-2022 through the Ame sua Mente na Escola project
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• Secretaria de Educação do Estado de São Paulo (SEDUC-SP)coreStrategic or Co-development Partner · 1 January 2023Partnership to deliver mental health training to over 2,900 public school educators in São Paulo state in 2023. The project built on prior success of 213 schools and 728 educators trained between 2020-2022.
• Secretaria Municipal de Educação – Cidade de São PaulocoreStrategic or Co-development Partner · 30 December 2021Formal partnership (Termo de Fomento 004/21) to deliver a WhatsApp-based learning journey helping municipal educators deal with students experiencing self-harm issues. Total value R$236,400, running from December 2021 to November 2022.
• Secretaria de Educação do Estado do Paraná (SEED-PR)coreStrategic or Co-development PartnerPartnership with SEED-PR for mental health training programs targeting educators in Paraná state's public school network.
• Instituto UnibancomajorGTM or Marketing PartnerInstituto Unibanco mapped the institute's practices in its research on initiatives for improving school coexistence, and partnered on the development of mental health guides for school management (2025). Recognized in the Mapeamento de Iniciativas para a Melhoria da Convivência Escolar (2023).
• Fundação LemannmajorGTM or Marketing PartnerFeatured the institute's practices in a guide on learning recovery (Recomposição das Aprendizagens) published jointly with Instituto Natura, providing visibility and validation.
• Instituto NaturamajorGTM or Marketing PartnerCo-published recognition of the institute's practices in the guide on learning recovery alongside Fundação Lemann.
• Teen Mental Health (Canada)majorStrategic or Co-development PartnerGlobal reference in mental health dissemination interventions, with projects in Canada, USA, Portugal, and African and Asian countries. Alliance through the Cuca Legal project (2012) produced pioneering mental health training for educators with the São Paulo State Education Department, reaching 700+ educators in 2013-2015.
• UNIFESP (Universidade Federal de São Paulo)coreStrategic or Co-development PartnerFounding partner of the institute. The Cuca Legal project originated at the Escola Paulista de Medicina – EPM/UNIFESP, and many of the institute's founders and specialists are affiliated with UNIFESP's psychiatry department.
• USP (Universidade de São Paulo)majorStrategic or Co-development PartnerPartner university contributing researchers and scientific expertise to the institute. Featured in the partners section alongside UNIFESP and UFRGS.
• UFRGS (Universidade Federal do Rio Grande do Sul)majorStrategic or Co-development PartnerPartner university contributing researchers and scientific expertise to the institute. Involved in the tripartite postgraduate program in Developmental Psychiatry (UNIFESP/USP/UFRGS).
• Instituto CactusminorGTM or Marketing PartnerRecognized the institute's practices in its Mapeamento de Práticas de Saúde Mental nas Escolas (2024), providing sector validation.
• GlobalGivingminorGTM or Marketing PartnerInternational philanthropic platform through which the institute raises funds and has been verified as a recognized charity organization.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Gerando Falcões: Brazilian nonprofit operating in favela communities across Brazil, with programs in education and social development. Comparable as a Brazilian nonprofit using community-led approaches to address social issues including youth education in underserved areas.
• Aliança pela Infância: Brazilian coalition focused on children's rights and well-being. Comparable for its mission overlap around child welfare and mental health, though operates more as a policy advocacy coalition than a direct service provider.

Direct peers

• The Jed Foundation: US-based nonprofit focused on protecting emotional health and preventing suicide among adolescents and young adults. Comparable for its emphasis on school-based mental health promotion and educator/student-facing content.
• Active Minds: US-based nonprofit promoting mental health awareness and education in schools and youth communities. Comparable for its model of mobilizing schools as a delivery channel for mental health education, similar in approach to the Ame sua Mente na Escola program.
• Centro de Valorização da Vida (CVV): Brazil's leading volunteer-based emotional support organization providing mental health support via phone, chat, and email. Comparable as a Brazilian mental health nonprofit, though it focuses on crisis support rather than educator training.

Broad incumbents

• Instituto Unibanco: Brazilian institute focused on youth education and school coexistence improvement. Comparable for its school-focused programs in Brazilian public education and its role as an institutional partner/funder of Instituto Ame Sua Mente.
• Fundação Lemann: A leading Brazilian education foundation focused on improving public K-12 education quality. Comparable as a Brazilian nonprofit funding and validating education practices in public schools, and an existing partner/recognizer of Instituto Ame Sua Mente.
• Instituto Ayrton Senna: A major Brazilian nonprofit focused on public school education, with programs targeting full-time education and socioemotional skills. Comparable as a large-scale Brazilian education NGO with overlapping focus on public school networks and educator development.
• Instituto Natura: Brazilian institute focused on education, citizenship, and social-emotional development in public schools. Comparable as a Brazilian nonprofit with overlapping socioemotional learning agenda and an existing institutional partner of the subject.

Others

• Ashoka Brasil: Brazilian arm of global social entrepreneurship network supporting system-changing social innovators. Comparable as a Brazilian ecosystem organization supporting education and mental health social entrepreneurs, though with a broader scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@institutoamesuamente
• Facebookfacebook.com/amesuamenteinstituto
• LinkedInlinkedin.com/company/institutoasm
• Instagraminstagram.com/ame_sua_mente

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Instituto Ame Sua Mente