Who Are Promotoras?

Promotoras are skilled relationship builders and experts on local issues facing their community. 

They are trusted members of the communities where they live and work. They share lived experiences with the residents they serve, speak the same language, shop in the same stores, worship in the same faith communities, and send their children to the same schools. Promotoras use peer-to-peer approaches, listen non-judgmentally to people’s experiences, and increase awareness about health topics, local systems, and community resources. Known by diverse titles (peer educator, leader, parent advocate, outreach worker, community educator, patient navigator, community health worker, comadre), they share a desire to transform their own communities into healthier places where all people can live a healthy and dignified life. Characterized by their servicio de corazón—service from the heart—the role of promotoras extends beyond the disease-related functions of community health and is driven by a passion for justice and equity.

The Promotora Model

Also called the Community Transformation Model, this social change model begins with the identity, development and leadership of each promotora. As promotoras participate in the community, visit people in their homes, and spend time sharing information and listening to people’s experiences, they build mutual relationships and community trust. This process is the foundation of the Promotora Model which has the potential to create community change.