Instituto Mar Urbano

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

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

• Marine conservation education
• Environmental documentary production
• Marine biodiversity research
• Mangrove restoration services
• Community ocean awareness

Headquarters

HQ city

Rio de Janeiro

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core 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

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• Colônia Z-13 de Pescadores ArtesanaiscoreStrategic or Co-development Partner · 19 August 2021Partnership 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+) / UNDPflagshipStrategic or Co-development PartnerCollaborated 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)flagshipStrategic or Co-development PartnerLead 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 MarinasminorOthersSupporting partner for Expedição Águas Urbanas project, providing logistical or promotional support for the expedition documenting Baía de Guanabara.
• Cooperativa Manguezal FluminensecoreImplementation/ SI/ Consulting PartnerResponsible 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 – GuapimirimminorStrategic or Co-development PartnerPartnership 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

Broad 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

• Xx.com/88720296
• YouTubeyoutube.com/channel/UCsq_tYRQTyJSE-afPYGIvgQ
• Facebookfacebook.com/InstitutoMarUrbano
• Instagraminstagram.com/institutomarurbano
• LinkedInlinkedin.com/company/instituto-mar-urbano

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Instituto Mar Urbano