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Despite the social importance of adoption, the theme is still incipient regarding educational campaigns conducted in Brazil. In this regard, the study aimed to analyze how families who experienced the adoption of a child perceive the importance of social marketing actions implemented by the government and simultaneously listened to their experiences in the adoption process. In methodological terms, this is a qualitative-descriptive study that interviewed eleven families, whose reports were analyzed based on Content Analysis. Regarding social marketing actions, the reports point to an absence of campaigns that can clarify and make the population aware of the adoption. Thus, the main contribution of this study is to include the adoption of children and adolescents in the scope of social marketing, while presenting the importance of educational and awareness actions to mobilize, sensitize and promote changes in consumer behavior patterns. citizens.

FILHOS DO CORAÇÃO: PERCEPÇÃO DAS FAMÍLIAS ADOTANTES EM RELAÇÃO AS AÇÕES DE MARKETING SOCIAL EM PROL DA CAUSA