In this article two non-profit projects of socio-cultural integration of people at risk, based on musical practice and education in two different national environments, Portuguese and Italian, are analyzed. These projects aim to induce a change of ideas, values, attitudes and behaviors among users, partners and other stakeholders. Considering the mechanisms involved in the cultural production, consumption and entertainment, the projects seek to encourage new forms of participation, active citizenship, ethics and community involvement. Its goals are therefore in line with social marketing principles. [ABSTRACT FROM AUTHOR]