Introduction: In many countries, especially in poor and middle-income ones, there are difficulties in improving maternal and neonatal morbidity and mortality, even with universal access to care, as in Brazil. Often it is the gender conceptions that guide professionals' practices and the organization of typical health systems and services, which results in overvaluation of technology and minimization or even invisibility of its adverse effects. The narratives about disrespect, abuses, and mistreatment of women show the occurrence of a specific modality of institutional violence, recently named as obstetric violence. In this thesis, the term is understood as the disregard for women's rights while caring for their sexual and reproductive health, in view of their basic and inalienable human rights. The Mother-Baby Friendly Birthing Facilities Initiative (MBFBF) was proposed in 2015 to overcome this situation. Objectives: To map out the facilitators and obstacles of a MBFBF implementation pilot to overcoming obstetric violence, particularly with respect to the criteria "freedom of movement in labor and birth" and "presence of women's companion of choice". Methods: This study is part of a MBFBF implementation pilot in two SUS maternity hospitals, with an analysis of the data produced at the initial stage in the São Paulo site of research (2016-17). Individual interviews and group activities were conducted with managers, health professionals and users of the service; observation of the service and analysis of Sinasc maternity data. A working group was created with managers, health professionals, researchers and consumers to analyze and act on the problems identified. Results: The visions of managers and health professionals contrast with the observation and women's reports. It was verified that right to presence of a support person and freedom of movement in labor and birth were denied to women. There were recurrent statements blaming women for the difficulties they face during hospitalization. However, all actors involved showed a willingness to improve quality of care, and proposed changes in this direction, some already in progress. Conclusion: The MBFBF can be a good strategy to overcome obstetric violence in contexts such as Brazil, since it raises the issue of quality of care with regard to women's rights and allows the incorporation of the actors involved in the solution of the problems, contributing for its solidity and sustainability.