Technical Collection and Governance
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1. Statutory Purposes
Objectives for development, assistance, and dissemination.
2. Legal Framework
Legal criteria regarding renowned expertise.
3. Unique Differentiators
Rouanet Law and the Mada Faz Escola project.
4. Action History
Cooperation with the UN System and ESG.
Chapter 01
Introduction and Statutory Purpose
The Com a Palavra Institute (ICAP) is a non-profit association whose purpose is the promotion, development, dissemination, and advancement of culture, education, sports, leisure, tourism, environment, gastronomy, fashion, urban planning, historical heritage, artistic and natural heritage, scientific research, informatics, sciences, and technologies, both in Brazilian cities and abroad.
Without distinction of creed, color, race, sex, ideology, or social class, ICAP seeks to promote the arts, cultural exchange between nations, human development, educational assistance, inclusive and self-sustaining cultural policies, and cultural initiatives and productions focused on childhood and youth—particularly those aimed at audience development and training—as well as preparing human beings for the labor market, supporting individuals throughout the entire process and in all their needs to make them productive, creative citizens integrated into the globalized society they inhabit, thereby contributing to the progress of the nation and Humanity.
Complete Guidelines for Statutory Operation:
- Fostering diverse cultural initiatives and achievements, free artistic expression in all its forms, and, in particular, the stimulation of new creative processes and languages;
- Publishing, disseminating, teaching, and making accessible—without distinction of creed, color, race, sex, ideology, or social class—all forms of knowledge, the Portuguese language, literature, and different forms of expression;
- Guiding, supporting, seeking, and/or financing resources, as well as providing and selecting professionals to assist members in any and all processes necessary for the feasibility and/or execution of cultural projects;
- Providing, free of charge, educational assistance and promoting integration into the labor market;
- Seeking resources and entering into agreements with national and international institutions to achieve the objectives stated herein, particularly those concerning professional development, cultural exchange, the production of films, books, TV series, scripts, research, campaigns, fairs, congresses, etc.;
- Promoting culture, defending and conserving historical and artistic heritage; human development, and the advancement of science, philosophy, and individual and collective talents;
- Defending, preserving, and conserving the environment and promoting sustainable development;
- Promoting volunteering, ethics, peace, citizenship, human rights, democracy, and other universal values;
- Promoting tourism, entrepreneurship, economic and social development, and the fight against poverty, especially through training for the reintegration of human beings into the labor market;
- Non-profit experimentation with new socio-cultural and educational models and alternative systems of life, production, trade, employment, and credit;
- Promoting and ensuring studies and research, the development of alternative technologies, and the production and dissemination of cultural, artistic, technical, and scientific information and knowledge;
- Encouraging the municipal, state, national, and international integration of agents, artists, producers, and professionals in general, promoting the exchange of ideas and gatherings that facilitate the transmission of experiences;
- Creating master plans, basic guidelines, programs, and/or projects aimed at the integrated development of Brazilian cities within their areas of operation;
- Developing programs, campaigns, and projects, creating strategies to make them financially viable through support or partnerships with public and/or private, national and/or international entities;
- Advising on financial fundraising with public and private agencies, companies, and national and foreign entities for the execution of projects under a partnership framework;
- Creating and producing projects that enable the integrated development of operational areas, such as: cultural tourism, environment and ecotourism, cultural leisure, educational tourism, sports, and rehabilitation activities;
- Creating, developing, promoting, and managing a cooperation network of professionals to represent their interests, ensuring rights, promoting innovation, and enabling the progress of activities;
- Developing projects, setting up strategies, raising funds, and executing, in partnership, the works necessary for the creation, maintenance, restoration, revitalization, expansion, and construction of cultural, artistic, educational, tourist, sporting, leisure, environmental, and gastronomic centers.
Chapter 02
Legal Framework for Contracting
An aspect that must be observed in any procurement made by the public administration, which leaves no room for suppliers who lack the delivery capacity according to what is required, is trust. Trust is the criterion that will guide the choice of the entity to be contracted. Therefore, as it is fundamental and of indispensable understanding for correct application, it is necessary to evaluate and highlight this aspect.
Indeed, it should be established from the outset that the idea of trust is not an attribute resulting from a mere subjective (personal) consideration of the decision-maker (agent), but an objective condition arising from the reputation surrounding the renowned expertise of the contracted institution and the professional who integrates it. Therefore, the word "trust" means security that reveals itself in the potential to obtain the best service, given its complexity and its special peculiarities, by reason of the renowned expertise that characterizes the provider.
It is the renowned expertise that confers reliability to the procurement, and not a preference of an exclusively personal nature. Trust can only exist if there is renowned expertise, as the former derives from the latter. Thus, the renowned expertise of the professional or company is the condition that lends objectivity to what is termed trust.
Regulatory Legal Definition:
A professional or company is considered to possess renowned expertise when their status within their field of specialty, resulting from previous performance, studies, experiences, publications, organization, equipment, technical team, or other requirements related to their activities, allows the inference that their work is distinctive and indisputably the most suitable for the full satisfaction of the object of the contract.
In other words, it is necessary to evaluate the objective factors to be considered in order to verify renowned expertise, given that these are what enabled the outstanding status of the professional or company in their field of specialty. On the other hand, the idea of trust is implicit and allows the inference that the work is the most appropriate for the full satisfaction of the public administration.
Therefore, trust stems from the professional status of the performer, and not from the personal desire of the decision-maker. It is the professional reputation that confers trust, even if the public official has never heard of the provider before, despite the provider enjoying notoriety in their field of operation. The history of activities must substantiate the reasons for the choice.
Trust is not based on the mere choice or subjective preference of the contracting agent; it is guided by a condition of an objective nature, as it arises from the reputation that qualifies the provider. Just as there is an objective concept of good faith and fault, there is also an objective concept of trust.
Thus, there is no sense in arguing that the idea of trust in the professional or company cannot be invoked to sustain direct procurement and the selection criterion, as this would mean granting the agent total freedom of choice to contract whomever they wished. This argument is only valid when the legal definition of trust is not understood.
Therefore, the agent does not have complete freedom to select anyone they wish. They have the freedom to choose one among those with renowned expertise, if there is more than one, which does not dismiss the proper and necessary justification of the choice made. It is necessary to note that we are talking about risk reduction. The requirement that procurement must fall upon who is renownedly specialized has the fair purpose of demonstrating that this is the Administration's only option to obtain a service capable of satisfying its needs—that is, solving its problem—which also involves reducing the risk that this might not happen. Thus, the constitutional principle of efficiency dictates that the Administration properly plan its procurements, adopting appropriate measures to reduce its risks and avoid failures.
Chapter 03
Competitive Differentiators
A competitive differentiator is what makes a organization unique compared to others, giving it an advantage to achieve better performance in everything it executes. Through it, it is possible to attest a preference over the competition and reduce the risk of not delivering a satisfactory or expected result.
ICAP has several ways to prove its competitive edge; among them, certain actions stand out that only ICAP holds, especially regarding the MADA FAZ ESCOLA PROJECT, as follows:
- 01. The project in question is a proposal carried out by the Com a Palavra Institute and its partners and members in Natal (RN) for more than 5 (five) years, with great success.
- 02. "Mada Faz Escola", remodeled in light of our practice and under the guidance of our specialists in 2022, won national recognition and the title of a project of highest socio-cultural value, granted through the Federal Law for Cultural Promotion and Incentive (Rouanet Law).
- 03. In 2023, as a result of our efforts and extensive experience, the project secured the significant sponsorship of ITAU UNIBANCO ASSET MANAGEMENT LTDA.
- 04. This year, having demonstrated unequivocal technical and artistic efficiency and effectiveness, the MADA FAZ ESCOLA project expanded its operations beyond the municipality of Natal and will be implemented in 19 (nineteen) additional municipalities across the State of Rio Grande do Norte.
- 05. The satisfaction of all Sponsors with our work is also notorious. A great example of this is that the "MADA FAZ ESCOLA" project, in 2024, gained sponsorship from Redecard SA, an Itaú conglomerate company.
- 06. Beyond the evident socio-cultural and educational relevance of the project, our figures clearly attest to a positive impact on the educational experience of students and on the practices of educational managers and teachers. The project explicitly contributes to efforts directed at increasing and maintaining student attendance in the classroom, preventing school dropout, and contributing to higher educational quality and the implementation of full-time schooling.
Official record of the Mada Faz Escola Project activities.
Endorsements and Government Recognition
Beyond this specific edge directly related to the MADA PROJECT, we highlight that the Com a Palavra Institute has achieved national relevance over the years, earning the appreciation of various institutions and government bodies for its merit and distinguished work, as proven by the following examples:
Chapter 04
History of Impact Actions
Over the last 10 years, ICAP has carried out important actions in the artistic, scientific, and educational training sectors, highlighting in its corporate technical collection:
- Dramaturgy Award / Rita the Musical: Winner of the Carioca Cultural Promotion Grant from the Municipal Secretariat of Culture. Celebrated as the first real-time interactive play in Brazilian theater. Two 7-meter structural panels were set up on each side of the stage where the audience could see their SMS text messages and send direct inputs to the characters during the performance at the Sala Municipal Baden Powell.
Rita Musical
Scene from the Rita Musical on stage
Full cast of the Rita Musical
Digital interactivity panel via SMS
- Global Screenwriters Training: Organization of several Screenplay Training Courses taught by the Rede Globo soap opera writer Ana Maria Moretzsohn (member of the Janete Clair Creation House), hosted at the Teatro Municipal Café Pequeno.
Screenwriting Training Courses
- Dubbing and Audio Engineering: Specialized training courses in Dubbing and Sound Design held at the ICAP headquarters in Leblon and at the partner facility Seven Mídia, featuring mentorship from voice actors with international credits Fernanda Crispim and Fred Mascarenhas (with works in X-Men, Finding Nemo, and Game of Thrones).
Dubbing and Sound Design Course
- SESI / FIRJAN Workshops: Integrated series of Workshops on Framing, Articulation, and Cultural Management executed across the industrial complexes of SESI Volta Redonda, Campos dos Goytacazes, Macaé, Nova Iguaçu, Jacarepaguá, and Duque de Caxias, taught by manager and president Flavia Faria Lima.
SESI / FIRJAN Workshop - Volta Redonda
SESI / FIRJAN Workshop - Nova Iguaçu
- Advanced Dramaturgy: Practical courses developed in cooperation with specialists Christina Rodrigues (Rede Globo de Televisão) and Geuder Martins Carvalho (postgraduate from PUCMinas).
- Intervention and Addiction Support: Weekly series of awareness lectures on alcohol and drugs focused on family support, executed in direct partnership with the community support group AMALEBLON.
- Cultural Scientific Committee (CCC) & UN Partnership: Academic development program created by the ICAP presidency in direct partnership with UNIC-RJ (UN Brazil) and International Relations students from IBMR Laureate Universities, enabling training workshops in Strategic Defense, Humanitarian Actions, and International Policies.
Cultural Scientific Committee (CCC)
- War College (ESG) Partnership: Programs for comprehensive human training and national security implemented in partnership with the ESG, operating on strategic fronts of Conflict Negotiation and Corporate Security on the World Wide Web.
- "Universo Oceanográfico" Monumental Mural: Production of a monumental embossed mortar sculpture (dimensions of 8x9 meters) executed under the curatorship of ICAP by the visual artist Marcos Andruchak for the Oceanographic Institute of USP, celebrating the United Nations Decade of Ocean Science for Sustainable Development.
- Preservation of Intangible Heritage: Development of high-impact historical memory safeguarding projects, such as the national commemorative project "Berta Loran, 90 years of Talent, Humor, and Love" developed in partnership with João Luiz Azevedo.
Monumental Mural: Andruchak Oceanographic Universe and the Faces of Science.
Global Alliances and Connections
Our efforts are not limited by the borders of our country. In today's modern globalized world, ICAP continuously establishes partnerships with international institutions and world-renowned professionals to achieve its primary goals. Among our active global partners, the following stand out:
- Gordon Lewis: Businessman and film producer based in Los Angeles (USA).
- Kevin Wallace: English producer, former member of Andrew Lloyd Webber's *Really Useful Group*, responsible for the worldwide arena stagings of *Cats*, *Phantom of the Opera*, and *Sunset Boulevard*, and laureate for the film *Jesus Christ Superstar* in London (England).
- Bruce Cherry: International market specialist in ecotourism and president of the *Backroads* corporation in Paris (France).
- Paulo Bolota: Executive director and organizer at the Casa das Artes de Angola in Luanda (Angola).
- Peterman Group: Strategic innovation agency headquartered in Lisbon (Portugal).
"For us at the Com a Palavra Institute, there are no limits to human imagination nor to what human beings are capable of undertaking."
