One of the key service areas at Instituto C is dedicated to psychology, the science that studies human behavior and mental processes.

The topic has gained even more visibility since the COVID-19 pandemic, but the truth is that psychology, when developed and applied effectively, can be an essential tool for promoting and strengthening the overall well-being of society.

At Instituto C, psychology is practiced from a social perspective, which differs from the traditional clinical and individual model known to most people. “Social psychology is a professional field and is recognized within the scope of social assistance,” explains Nayara Oliveira, institutional psychologist.

To her, this work pays close attention to issues of intersectionality, exclusion, and inclusion in society. “We work through qualified listening, taking into account historical, social, and economic contexts—especially those shaped by intersections of gender, class, and race, as well as marginalized populations such as Indigenous communities and riverine populations,” Nayara explains.

Let’s take a closer look at what social psychology is and how the psychology program works at Instituto C.

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What is Social Psychology?

Social psychology is a field within psychology that focuses on understanding human behavior in social contexts.

Unlike the traditional clinical model, social psychology has a community-based and collective approach, analyzing issues always tied to the community and social environment.“The role of social psychology is to identify the strengths and vulnerabilities of the people and communities we serve, primarily from a family-centered perspective, always aiming to strengthen their potential and ensure access to basic rights,” says Nayara.

She also highlights that this understanding is relatively new in Brazil. “Recognizing someone as a subject of rights is a very recent concept in Brazilian society. It stems from the 1988 Constitution. So we’re talking about only 35 years of history in seeing people as rights-holders. Social psychology works to ensure that these rights are actually upheld.”

Furthermore, it’s important to understand that poverty and vulnerability are multi-dimensional, not defined solely by the absence of money. That’s why a qualified and active listening approach is essential—always operating ethically and in coordination with public policy access and social services.

How is the Psychology Area Structured at Instituto C?

At Instituto C, the psychology team practices social psychology. The professionals provide both individual and group sessions, such as talking circles and empowerment groups. In urgent cases, they also conduct home visits. If a need for psychotherapy is identified, they connect families to appropriate public or private services.

The frequency of these services varies by location and demand. For example, at Polo Centro, families are seen once a month in person, with remote support as needed. At Polo Zona Norte, sessions are scheduled weekly, depending on the families’ needs and staff availability.

“Psychology is guided by an ethical code, and one of its core principles is to actively fight for equality and against oppression and violence. So psychology at Instituto C is always aligned with these principles,” Nayara emphasizes.

How Do Psychology Services Work?

From a social psychology perspective, care is always collectively designed, based not only on what is said—but also on what is unsaid. “We assess family vulnerabilities not only through what they tell us, but also through what the environment and community are producing,” says Nayara.

Many forms of violence or rights violations are normalized by society due to systemic and historical structures. Social psychologists help families recognize these issues. “Gender-based or domestic violence, for example, is something that many women don’t even realize they’re experiencing. Our work involves raising awareness, amplifying voices, and not individualizing the problem,” she adds.

The Institutional Development Area

In addition to working with families, there is also a Development Team that supports the internal well-being of Instituto C staff—where psychology also plays a key role. Nayara leads this area. “Here, we don’t work directly with families, but rather with the team itself. It’s about listening to and caring for people and processes, so we can maintain strong, sustainable relationships,” she explains.

Even in this internal space, the work is grounded in social psychology, with the same lens of inclusion, ethics, and collective care.

The Benefits of Social Psychology

The fight for equality benefits all of society. And when we imagine a psychology that is not elitist or individualistic, the act of producing health and strengthening bonds becomes even more impactful. “By doing this, we prevent violence from being perpetuated or repeated,” Nayara affirms.

Of course, social psychology faces many challenges—especially in a country marked by deep-rooted oppression and inequality—but it is a real and transformative path. “Practicing ethical, inclusive care is a way to promote change. If we are trying to provide care for marginalized populations, the approach cannot be individual—it must be collective. And little by little, as we walk the path, we create the path,” Nayara concludes.

Serving families facing social vulnerability alongside children and adolescents, Instituto C focuses on helping them achieve independence and autonomy while expanding their awareness of their rights and responsibilities.

To do this, Instituto C invests in developing each individual’s intrinsic capabilities, guiding them in their transformation into engaged citizens, aware of their rights and duties, through care, guidance, direction, and articulation with the social assistance network. The ultimate goal is social transformation by the end of each family’s journey with the organization.

Screening and Individualized Support Plans

Families arrive at Instituto C spontaneously, often referred by other families familiar with the project or by the social assistance network, which directs them to the organization.

After the first contact, families go through a screening interview to assess their socioeconomic status. If they fit the profile, they are invited to begin the program.

From this first interaction, the approach is fully individualized. Each family receives a customized care plan, ensuring they are served by the appropriate areas with the necessary frequency based on their specific needs.

Technical Support and Multidisciplinary Services

Every family is assigned a dedicated professional, known as a family case manager, who strengthens the relationship between the family and Instituto C and helps expedite the resolution of their needs.

On designated days, families receive guidance and referrals in key areas such as social services, psychology, nutrition, education, and income generation. With this structure, families have more autonomy to choose which services to attend, delve deeper into topics, and ultimately benefit from more effective and meaningful support.

Monitoring and Family Progress

Every month, the team evaluates each family’s progress and engagement with their action plan. On average, families remain in the program for about 18 months—enough time for the head of household to rebuild self-esteem, strengthen their support networks, and gain confidence in navigating the social assistance system independently.

At the end of the process, the family concludes their cycle with Instituto C, making space for another family to be served.

Service Hubs

Instituto C currently operates through three service hubs, each with specific characteristics and community focus.

Central Hub

Located in the heart of the Vila Buarque neighborhood in São Paulo, the Central Hub also serves as Instituto C’s headquarters. This is where the organization began 12 years ago and where its current methodology was prototyped.

Initially, the focus was on families with children facing chronic illnesses, and this remains the target profile of families served at this hub. Since 2012, a structured screening process has been in place, emphasizing active listening, collaborative planning, and goal monitoring with each family—an approach now replicated in the other two hubs.

North Zone Hub

Opened in March 2022 and located in the Vila Palmeiras neighborhood of São Paulo, this hub serves families in vulnerable situations with children and adolescents, primarily from nearby communities in the North Zone.

Guarujá Hub

Launched in 2023, the Guarujá Hub is the result of a partnership between Instituto C and the organization Alimentando o Bem. Born during the early days of the COVID-19 pandemic to assist residents of Perequê—a region already affected by severe flooding—the initiative brought Instituto C’s social care methodology to the area.

A detailed territorial analysis was carried out to understand the region’s specific needs. Based on these findings, a multidisciplinary team was formed and the family support methodology tailored to the local context was implemented.

Today, Instituto C is prepared to scale its methodology, always with the commitment to understanding each region’s unique characteristics and needs. In doing so, the organization continues to expand its impact—bringing support, autonomy, and hope to more families across diverse communities.

Early childhood refers to the period from birth to six years of age. It is a crucial stage of human development, marked by rapid physical, emotional, cognitive, and social growth.

Investing in the early years of life is extremely important, as this is when the child’s brain is constantly developing and most receptive to learning.

Numerous scientific studies show that experiences during early childhood have a profound and lasting impact on adult life. According to the Center for Applied Research on Early Childhood, skills such as language, problem-solving, sociability, and adaptability are all developed during the first years of life.

With this in mind, in June of this year, the Brazilian Senate approved a bill that designates August as the Month of Early Childhood. The PL 2.034/2021 aims to promote awareness about the importance of comprehensive care for pregnant women, children, and their families across the country.

At Instituto C, we have a dedicated service area called Child Development, which focuses entirely on children in early childhood, always seeking to support their full development.

But what exactly is early childhood?

According to Brazil’s Ministry of Health, early childhood begins at conception and lasts until six years of age. It is considered a critical period for human development, marked by rapid physical and brain growth, as well as emotional, social, and cognitive development.

Science has shown that experiences during early childhood, even from the prenatal stage, directly influence the kind of person a child becomes. This phase offers a unique opportunity for a child to reach their full potential. “The earlier we invest in a child’s development, the greater the return for both the individual and society,” says the NCPI (National Center for Early Childhood).

Thus, everything experienced during early childhood—positive or negative, especially interactions with parents, family members, and caregivers—shapes the person the child will become.

5 Reasons to Invest in the Early Years

It’s clear that investing in early childhood benefits not only children but society as a whole. The right stimulation can enhance intellectual ability, improve academic performance, and reduce dropout and repetition rates—while also forming adults better prepared to face life’s challenges.

Here are five key reasons to invest in early childhood:

1. Impact on Brain Development

In the early years, a child’s brain undergoes rapid growth and forms critical neural connections. Proper stimulation at this stage supports healthy brain development and the acquisition of essential skills.

2. Foundation for Future Skills

Experiences during early childhood have a deep and lasting effect on personality, behavior, and lifelong learning. Investment in this stage lays the groundwork for a child’s comprehensive development.

3. Promotion of Health and Well-being

Investing in early childhood directly impacts physical and emotional health. Proper care at this stage helps prevent long-term health issues and promotes emotional and social well-being.

4. Reducing Social Inequality

Early childhood investment is a powerful way to fight inequality by providing equal opportunities from the start. Children who receive the right support are more likely to reach their full potential—regardless of their background.

5. Long-term Economic Benefits

Investing early yields significant returns for society. Children who receive quality education and care are more likely to become productive, self-sufficient adults—ultimately reducing public spending on social and health services.

Children’s Rights: What Are the Key Ones?

Children have internationally recognized rights, protected by conventions and declarations. One of the most important is the United Nations Convention on the Rights of the Child, adopted on November 20, 1989.

Key rights include:

• The right to education

• The right to health

• Protection from child labor

• Freedom from discrimination and violence

• Freedom of expression

• The right to family life and care

Guaranteeing these rights is a shared responsibility among the State, society, family, and individuals. While the State bears the primary responsibility through public policy, legislation, and funding for essential services like education and healthcare, society also plays a crucial role—including NGOs, communities, and each individual.

NGO – What Does It Mean?

Have you ever stopped to think about how an NGO works? The acronym stands for Non-Governmental Organization—a private, non-profit, and government-independent entity dedicated to social, cultural, environmental, humanitarian, educational, health-related, and other causes.

The Third Sector

An NGO is part of what we call the third sector—organizations that carry out activities for the benefit of society and without the goal of making a profit. This concept originated in the United States and classifies the first sector as the State, and the second sector as private entities with a profit motive.

According to Vera Oliveira, founder and executive director of Instituto C, the second and third sectors have very similar operational structures. “In terms of structure, there isn’t much difference between an NGO and a company. The main difference is what we ‘sell’—in our case, it’s social impact,” she said in an interview published on our blog in May 2022.

In fact, in 2022, Instituto C received the Best NGOs Award for the sixth consecutive time. This award honors the 100 best non-profit organizations in Brazil’s third sector. Since 2017, the annual celebration has become one of the most important in the sector, receiving over 1,000 applications in 2021 alone. Instituto C is part of a select group of seven Brazilian organizations to be featured on the list in every single edition of the award.

How Does an NGO Work?

The operation of an NGO is based on mobilizing financial, human, and material resources to achieve its goals and drive positive change in society. Generally, income comes from donations, sponsorships, and agreements with governments or other institutions.

A key part of any NGO is the volunteer work of people committed to its mission, which helps expand its reach. But beyond that, an NGO also has expenses to cover—such as taxes, salaries, suppliers, and rent.

At Instituto C, for example, there are nearly 30 salaried employees, all officially registered and receiving legally guaranteed benefits. According to data from the Institute for Applied Economic Research (Ipea), NGOs in Brazil formally employ around 3 million people.

One of Instituto C’s most important sources of income is the Nota Fiscal Paulista (São Paulo State Invoice Program). When you request your CPF (Individual Taxpayer Registry) on a purchase, the business is required to declare the sale and pay the corresponding tax to the government.

Initially, the program offered significant credit rewards to consumers. Over time, the government revised the parameters, shifting the benefit to support NGOs, reducing the amount received by consumers. Today, donations through Nota Fiscal Paulista account for 16% of Instituto C’s annual revenue.

The Role of NGOs

Independently, NGOs aim to complement government actions and address social needs that are unmet or require additional assistance. Their work spans a wide range of areas, including:

• Social assistance

• Education

• Health

• Environment

• Human rights

• Emergency humanitarian aid

Instituto C – Children, Care, Citizenship

Founded in 2011, Instituto C began by serving families in socially vulnerable situations with children suffering from chronic or severe illnesses. Since then, its projects have expanded to embrace other causes—such as early childhood development, with a focus on prevention and creating environments of care, protection, and stimulation to ensure healthy growth.

In 2021, Instituto C merged its three core projects—PAF, Educação em Rede, and Primeira Infância—into a comprehensive program that provides holistic solutions to the diverse social demands faced by vulnerable families, delivered through Social Service Hubs across São Paulo.

Families in the program are supported by a multidisciplinary team in the fields of psychology, education, nutrition, income generation, and social services, who work together to address needs and prioritize the families’ path to autonomy.

The Importance of NGOs

NGOs are essential change agents, mobilizing resources and efforts for crucial and often overlooked causes. They complement public services, meet specific societal needs, defend rights, and contribute to building a more inclusive, aware, and sustainable society.

“Instituto C delivers social impact—and that product is returned to society. Everyone benefits,” said Vera.