Open AccessThis article aims to identify and evaluate the Social Marketing principles (and practices) in women’s health programme in the ABC Region, located in the Greater São Paulo, Brazil. The Social Marketing orientation seeks to potentialise public health campaigns using five principles: customer focus; focus on the benefits to customers; endeavour to create value; involving the whole organisation in the process; being aware that customers are different. In methodological terms, this research is exploratory and descriptive through a single case study, the ABC region; nine interviews have been carried out with health managers of women's health programmes in the three cities of the region. The qualitative methods were used to report the results. The authors of this study verified that Social Marketing strategies are present in women's health campaigns, but, not all processes and in the expected way, by the proposed the Social Marketing plan.