The Promotor Model

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Promotores (promotores, promotora or promotor) are highly skilled community members/leaders.  Characterized by servicio de corazón—service from the heart—Promotores share a desire to serve their community and improve conditions so that their children, and all children, may know a better way of life. Living in the communities where they work, Promotores are powerful advocates for individual and community transformation.  They share information with community residents about local resources and have the capacity to influence policies related to critical issues facing their communities. The role of the Promotor extends far beyond the disease-related functions of community health to a passion for human rights and social justice.  However, the quality that makes Promotores uniquely effective is their ability to establish profound relationships based on mutual understanding, mutual respect and mutual empathy.  By cultivating meaningful relationships, Promotores build community trust, the foundation for engagement in a process of community transformation.

Providing culturally relevant health education and information to native-born and immigrant communities, Promotores are cultural, linguistic and socioeconomic allies to their communities.  They use personal contacts, trust and respect to address sensitive topics, counter misinformation, and advocate for quality care.  Promotores provide aid and support in rural and urban areas to those most in need—at clinics, churches, workplaces, schools, parks, hospitals, and in the fields, but mostly at home and in the neighborhoods where they live and raise their families.  They may work in part time or volunteer positions in their communities under diverse titles and roles such as Promotora, patient liaison, community health worker, peer educator, health advocate, family educator, outreach worker or system navigator.