Humanization of childbirth: challenges of the Apice On Project.

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