Humanization of childbirth: challenges of the Apice On Project

Abstract The movement aimed at the humanization of childbirth has found resistance to implementation a new care model. This article aims analyze challenges experienced in implantation and Apice On Project large hospital Brazil. A study was carried out with qualitative approach, through interviews health professionals using content analysis, thematic modality. An ineffective management verified when conducting work, as well biomedical model insufficient training promote changes practices. It is important review strategies proposals, incorporating Permanent Education Health strategy for reflection reconstruction Expanding investigation beyond service, contemplating perspective other scenarios, such as, instance, assistance primary care, are recommended.