Instituto Mar Urbano
- Company typePrivate
- Founded-
- HeadquartersRio de Janeiro, Brazil
- Headcount1–10
- GTM typeB2C
- OfferingServices
Instituto Mar Urbano firmographics
Firmographics- Name
- Instituto Mar Urbano
- Legal name
- Instituto Mar Urbano
- Website
- https://institutomarurbano.com.br
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Instituto Mar Urbano industry classification
Industry- Product category
- Marine Biodiversity Conservation and Environmental Education
- NAICS
- Nature Parks and Other Similar Institutions (712190), Nature Parks and Other Similar Institutions (71219), Zoos and Botanical Gardens (712130)
- akta.pro primary industry
- Nature, Biodiversity & Ecosystem Conservation (BPADALAE)
Keywords
Where Instituto Mar Urbano is headquartered
LocationHeadquarters
- HQ city
- Rio de Janeiro
- HQ country
- Brazil
- HQ region
- Latin America
Offices2 records
Markets served
Instituto Mar Urbano business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Sponsorships and Patronage: Corporate sponsors provide funding for documentary production and project execution. OceanPact is the primary sponsor mentioned across multiple projects including Baía Urbana, Raias da Guanabara, Expedição Águas Urbanas, and Guanabara Verde.
- Donations: The organization accepts donations through PayPal, positioning the ocean as requiring reciprocal support from the community. Donations are framed as voluntary contributions from collaborators.
- Institutional Grants: Support from international organizations such as the United Nations Development Programme (UNDP) through the Centro Mundial para o Desenvolvimento Sustentável (Centro RIO+) for documentary production and conservation projects.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free documentary screening for institutions |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels9 records
Instituto Mar Urbano product offering
Product offeringCore offering
Instituto Mar Urbano is a Brazilian NGO that produces and distributes marine-biodiversity-focused documentaries, web series, and educational content to drive environmental awareness and conservation. Its portfolio covers audiovisual productions (e.g., Baía Urbana, Quanto Vale o Azul?), free institutional screenings, a physical exhibition space (Espaço Azul), field expeditions (Expedição Águas Urbanas), a mangrove restoration project (Guanabara Verde), and an online identification guide on ray species, all aimed at popularizing ocean science and stimulating community engagement in marine conservation.
Product overview
Instituto Mar Urbano is a Brazilian NGO focused on marine conservation through audiovisual production and environmental education. The organization operates a portfolio of documentary products including Baía Urbana (73-minute feature on Guanabara Bay resilience), the 6-episode Web Série Baía Urbana educational web series, and newer productions like Raias da Guanabara and Quanto Vale o Azul? (Blue Economy documentary, 2025). These are complemented by the physical Espaço Azul exhibition at Copacabana, the Expedição Águas Urbanas research project, and Projeto Guanabara Verde mangrove restoration initiative. A live camera service and online activity reports support public engagement. The portfolio connects scientific research with popular science communication to promote marine biodiversity conservation.
Differentiator
Problem solved
Functional benefit
Brands
- Baía Urbana: Documentary film about marine life resilience in Guanabara Bay, premiered at UN Ocean Conference in 2017
- Raias da Guanabara
- Expedição Águas Urbanas
- Espaço Azul
- Guanabara Verde
- Quanto Vale o Azul?
Products and services
- Baía Urbana Documentary Feature-length documentary (73 minutes) showcasing the resilient marine biodiversity in Guanabara Bay despite pollution. Premiered at UN Ocean Conference 2017 in New York and offered for free institutional screenings to schools, NGOs, and universities.
- Web Série Baía Urbana 6-episode educational web series based on the Baía Urbana documentary, released January 2020, covering mangrove ecosystems, green turtles, seahorses, flounders, and environmental change in Guanabara Bay. Targeted at digital audiences and classroom use.
- Raias da Guanabara Documentary Documentary and web series featuring at least 7 distinct stingray species in Guanabara Bay (the world's 5th most biodiverse bay for sharks and rays), documenting ray biodiversity, behavior, and conservation status.
- Guia de Identificação Simplificado Raias da Guanabara PDF identification guide for stingray species in Guanabara Bay, including photos and illustrations to educate the public about ray diversity and conservation in the world's 5th most biodiverse bay for sharks and rays.
- Expedição Águas Urbanas Expedition project revealing the past, present, and future of Guanabara Bay through audiovisual content. Documents problems, solutions, biodiversity, and mysteries of the bay. Sponsored by OceanPact and Águas do Rio with support from BR Marinas.
- Espaço Azul Exhibition Free public exhibition space at Posto 6 Copacabana (Centro de Visitantes da Colônia Z-13 de Pescadores Artesanais) showcasing marine photography and biodiversity through temporary exhibitions, serving as a non-formal education venue for beach cleanups and school partnerships.
- Quanto Vale o Azul? Documentary 30-minute documentary exploring Blue Economy concepts in Rio de Janeiro, showing how balance between economic development and environmental preservation can transform lives. Features Rio marine wildlife and stories of scientists and artisanal fishers. Premiered internationally June 2025.
- Projeto Guanabara Verde Mangrove restoration project in partnership with NGO Guardiões do Mar. Plans to restore 12 hectares of mangroves in APA de Guapimirim by planting 30,000 mangrove trees (within a 400-hectare target area), supported by OceanPact Group sponsorship and implementation partners Cooperativa Manguezal Fluminense and 143º Grupo de Escoteiros do Mar – Guapimirim.
- Live Cam Copacabana Real-time live streaming service showing Copacabana beach waters from Posto 6 in Rio de Janeiro, providing the public continuous visual access to the marine environment featured in IMU's conservation work.
Quantifiable outcome
- Baía Urbana documentary screened at UN Ocean Conference 2017, gaining international attention
- +2 more outcomes
Companies that use Instituto Mar Urbano
Customer profileSegments5 records
Ideal customer profiles5 records
Instituto Mar Urbano technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Instituto Mar Urbano partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, flagship and minor.
- Colônia Z-13 de Pescadores ArtesanaiscorePartnership for Espaço Azul exhibition space located at Posto 6 Copacabana in the Colônia Z-13 visitor center. Fishermen's colony provides physical space for marine photography exhibitions and non-formal education activities.
- Centro Mundial para o Desenvolvimento Sustentável (Centro RIO+) / UNDPflagshipCollaborated with IMU on Baía Urbana documentary production. Centro RIO+ is linked to the United Nations Development Programme (PNUD). The documentary was produced in partnership with this UN body and had its world premiere at the first UN Ocean Conference in New York.
- Guardiões do Mar (ONG)flagshipLead organization for Guanabara Verde project, responsible for the removal of invasive species (samambaia-do-brejo) and replanting of 400 hectares of mangrove in APA de Guapimirim. IMU provides support role in this project.
- BR MarinasminorSupporting partner for Expedição Águas Urbanas project, providing logistical or promotional support for the expedition documenting Baía de Guanabara.
- Cooperativa Manguezal FluminensecoreResponsible for actual mangrove tree planting operations in the Guanabara Verde project. Conducts the physical restoration work in APA de Guapimirim.
- 143º Grupo de Escoteiros do Mar – GuapimirimminorPartnership for environmental education activities in Guanabara Verde project. Located in Vale das Pedrinhas neighborhood, supporting dissemination of information and good practices about ocean culture and ecosystem conservation.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Instituto Mar Urbano competitors and assessment
Company assessmentBroad incumbents
- Blue Marine Foundation: Marine conservation foundation supporting ocean protection projects globally with emphasis on documentaries and storytelling. Comparable to IMU's use of film and narrative as core conservation engagement tools.
- WWF-Brasil: Brazilian branch of the world's largest conservation NGO, with broader biodiversity mandate. Comparable as a Brazilian environmental NGO pursuing conservation, education, and corporate partnerships, though operating at much larger scale and scope than IMU.
- Oceana Brasil: Brazilian arm of global ocean policy advocacy NGO working on fisheries and marine habitat protection. Comparable to IMU as a marine-focused Brazilian NGO combining science communication with policy and partnership engagement.
- Surfrider Foundation Brasil: Brazilian chapter of global coastal protection NGO focused on beach cleanups, water quality, and coastal ecosystem advocacy. Comparable to IMU in coastal Brazil marine conservation, public education, and volunteer mobilization.
Direct peers
- Reef Check Foundation: Global marine conservation NGO that runs citizen science volunteer programs to monitor reef and ocean ecosystems. Comparable to IMU's combination of scientific documentation, volunteer/citizen science, and conservation advocacy aimed at public engagement.
- Project AWARE Foundation: Global scuba diving community NGO mobilizing citizen science and conservation action for ocean protection. Directly comparable to IMU's reliance on diver-led underwater expeditions and public conservation mobilization.
- Instituto Baleia Jubarte: Brazilian humpback whale conservation NGO that pairs long-term field research with environmental education and outreach along the Brazilian coast. Highly comparable to IMU as a Brazilian marine species-focused NGO combining science and education.
- Projeto TAMAR: Iconic Brazilian sea turtle conservation NGO combining field research, environmental education, and public outreach. Closely comparable as a Brazilian marine conservation NGO that pairs scientific expeditions with public engagement and education.
- Mission Blue (Sylvia Earle Alliance): Marine conservation advocacy organization focused on ocean protection through storytelling, expeditions, and public engagement. Comparable to IMU's narrative-driven, expedition-based approach to marine conservation awareness.
- Guardiões do Mar: Brazilian coastal and marine NGO active in mangrove restoration, species conservation, and community engagement in Guanabara Bay. Directly comparable as IMU's flagship partner on Guanabara Verde mangrove restoration in APA de Guapimirim.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Instituto Mar Urbano social profiles
Digital presenceInstituto Mar Urbano financial estimates
Financial estimateRevenue estimate
Valuation estimate
Instituto Mar Urbano leadership team
Management profileNumber of profiles
Profiles1 record
Instituto Mar Urbano funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Instituto Mar Urbano M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Instituto Mar Urbano
What does Instituto Mar Urbano do?
Instituto Mar Urbano is a Brazilian NGO that produces and distributes marine-biodiversity-focused documentaries, web series, and educational content to drive environmental awareness and conservation. Its portfolio covers audiovisual productions (e.g., Baía Urbana, Quanto Vale o Azul?), free institutional screenings, a physical exhibition space (Espaço Azul), field expeditions (Expedição Águas Urbanas), a mangrove restoration project (Guanabara Verde), and an online identification guide on ray species, all aimed at popularizing ocean science and stimulating community engagement in marine conservation.
Is Instituto Mar Urbano a public or private company?
Instituto Mar Urbano is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Instituto Mar Urbano founded?
Instituto Mar Urbano was founded in -1. It employs 1 to 10 people.
Where is Instituto Mar Urbano based?
Instituto Mar Urbano is headquartered in Rio de Janeiro, Brazil, in the Latin America region.
How does Instituto Mar Urbano make money?
Three revenue lines are on record. Sponsorships and Patronage is the primary driver. The others are donations and institutional Grants.
Who are Instituto Mar Urbano's main competitors?
Broad incumbents on record are Blue Marine Foundation, WWF-Brasil, Oceana Brasil and Surfrider Foundation Brasil. Direct peers are Reef Check Foundation, Project AWARE Foundation, Instituto Baleia Jubarte, Projeto TAMAR, Mission Blue (Sylvia Earle Alliance) and Guardiões do Mar.
Does Instituto Mar Urbano have an API?
No public API is recorded for Instituto Mar Urbano.
What industry is Instituto Mar Urbano in?
Instituto Mar Urbano's product category is Marine Biodiversity Conservation and Environmental Education. Its primary akta.pro industry code is BPADALAE, Nature, Biodiversity & Ecosystem Conservation. Its NAICS code is 712190.