Abstract
This paper aims to analyze the social marketing actions performed by the Health and Prevention in Schools (SPE) project from the perspective of Service-Dominant Logic (LDS), a new marketing paradigm. At LDS, it is assumed that the benefit proposed by the SPE project is not consolidated without the active participation of the beneficiaries. This participation is necessary for resources from value proposers and beneficiaries to be integrated, enhancing value co-creation. After literature review and document analysis, the data analyzed showed that there is alignment between the actions proposed in the SPE project and the assumptions of the LDS, which would permit their application in improvements to the project. Suggestions are then made so that the benefits perceived by people with the change proposed by the SPE Project are maximized and the propensity to behavioral relapses minimized, thus bringing lasting benefits to the community.