The study objective was to evaluate the effectiveness of non-pharmacological strategies to relieve pain in parturients in labor. This is a before and after therapeutic intervention clinical trial, performed at a public maternity in the city of Natal, in the state of Rio Grande do Norte, Brazil, with 100 parturients applying breathing exercises, muscle relaxation, lumbosacral massage, and showers. A visual analogue scale was used for data collection. Most parturients were between 20- and 30-years-old (60%), had incomplete primary-level education (85%), family income of up to 2 minimum salaries (74%), and 78% had a companion with them at the hospital. Oxytocine was administered in 81% of cases, but 15% did not receive any medication. A significant difference was observed in pain relief after using non-pharmacological strategies, showing reduced pain as cervix dilation increased. It was concluded that the strategies were effective in reducing the intensity of pain in the studied parturients in labor.