OBJECTIVE: This study analyzed the way the Baby-Friendly Hospital Initiative is perceived by the social actors involved in it. METHODS: This qualitative study administered semi-structured interviews aided by a thematic guide to twenty female patients and ten health professionals from five Baby-Friendly Hospitals in Teresina (PI), in Northeast Brazil. Thematic content analysis was used to analyze the data. RESULTS: Analysis of the testimonials led to two axes of discussion: one related to the foundation triad of the initiative - promotion, protection and support; and the other related to its own modus operandi, highlighting the difficulties for implementing the BFHI norms and practices carried out in these institutions. CONCLUSION: The results showed that adjustments are necessary to improve the effectiveness of the program, with special emphasis to: adoption of a new teaching-learning matrix based on reflexive education; adoption of references from the pedagogy of questioning; strengthening of women's support networks; investments for improving the receptiveness, thus creating a more respectful relationship between customers and professionals; and the establishment of a continuous monitoring system that allows the implementation of corrective measures whenever necessary.
Breast feeding; Hospitals, pediatric; Qualitative research