A promotora is a lay Hispanic/Latino community member who receives specialized training to provide basic health education in the community without being a professional health care worker.[1] While most of their work entails educating target audiences about health issues affecting their community they also provide guidance in accessing community resources associated with health care. Often promotoras are residents and identified leaders in their community who work for community-based health promotion projects or as part of a research group. Thus, promotoras serve as liaisons between their community, health professionals, human and social service organizations. As liaisons, they often play the roles of an advocate, educator, mentor, outreach worker, role model, and interpreter.[2][3]

Depending on the organizations with which they work, promotoras may volunteer their time, draw a salary or receive a stipend. Promotoras have been predominantly volunteers if they assist only through delivery of educational material. However, since 2004 there has been a significant increase in the number of promotoras who are hired as staff and not only receive reimbursements for costs associated with their job (e.g., mileage reimbursement).[4]

Traditionally, promotoras have been Latino women. However, more men are entering the field and the gender-neutral term “promotores” is increasingly being used to be more inclusive.