The paper presents modern approaches to the preservation and promotion of health among different gender and age groups of the population of the region through the delivery of non-medical activities by socially oriented non-profit organizations (SONPOs) that implement projects to preserve public health, to form medical literacy, awareness and to carry out modern methods of health promotion. The relevance of the implementation of such approaches is due to the deteriorating health of the population of the Krasnoyarsk region, which, first of all, is evidenced by the negative dynamics of demographic indicators in the region. An analysis of the legal and regulatory framework for the activities of SONPOs in the aspect of the implementation of non-medical services to the population is given, indicating the wide opportunities for SONPOs to participate in projects to preserve public health. The following methods have been applied in the study – analytical, sociological, and statistical. Data obtained as a result of the survey have been used to analyze changes in the patient’s medical and social status that let evaluate the effectiveness of one-year implementation of health promotion activities by SONPOs. The criteria for evaluating the effectiveness of SONPOs non-medical activities were indicators of changes in the level of medical literacy among the participants, in comparison with people who did not participate in the activities, and the improvement of the medical and social status of patients in dynamics. All of that demonstrates the need for widespread replication of the described activity of SONPOs in the region.