In Santa Barbara County, the strength of our community lies in our deep-rooted commitment to supporting one another. At the heart of this effort are the Santa Barbara County Promotores, dedicated community health workers who serve as a vital bridge between low-income populations and essential resources. These unsung heroes address the gap between healthcare systems and underserved groups, especially Spanish- and Mixteco-speaking residents, by providing culturally responsive care and promoting wellness.
Recognizing their invaluable role, the Santa Barbara Foundation has steadfastly supported, providing critical funding through grants and partnerships. In 2023, the Foundation, alongside the Santa Barbara County Public Health Department and 16 regional partners, spearheaded the Central Coast Tri-County Community Health Workers/Promotores (CHW/P) Capacity Building Collaborative. This initiative aimed to help health and social service systems deliver linguistically and culturally responsive services while also scaling the CHW/P workforce in the region.
Healthcare Barriers Facing Minority Communities
Minority communities in Santa Barbara County often face significant barriers to healthcare access, leading to stark disparities in health outcomes. Language barriers, financial constraints, and lack of transportation can prevent individuals from seeking timely medical care. Systemic inequities also play a role, as many minority populations are underinsured, or lack access to providers who understand their unique cultural and social contexts. 
As a result, chronic conditions such as diabetes, hypertension, and mental health disorders disproportionately affect these communities, often going undiagnosed or untreated. Additionally, historical mistrust in the healthcare system further discourages engagement, making community-driven solutions challenging to access. By offering education, advocacy, and culturally competent support, the Promotores help break down these barriers, ensuring that underserved populations receive the care and resources they need to lead healthier lives.
For many, the Promotores are the first trusted link to services that once felt out of reach. As one community member said, “With you, I know I have someone who I can trust to listen to me with no judgment about my needs. I can trust wherever you recommend to get help.” Another person, an elderly woman previously isolated, shared, “I was all alone, but now that you connected me with PEARLS, I have someone who calls and checks in on me regularly and helps me get the things I need.”
Who are Promotores?
The term “promotor” was formally integrated into the Community Health Worker (CHW) framework in California during the late 1980s. The first formal Promotores program in California was initiated in 1988, focusing on HIV prevention. This integration recognized the unique role that Promotores play in providing culturally relevant health education and support. 
In Santa Barbara County, these individuals serve as connectors, educators, advocates, and facilitators of resources that improve the health and well-being of their neighborhoods. What makes the role unique is their deep understanding of the cultural and social, contexts of their community. They’re often the first point of contact for residents who might feel isolated from traditional healthcare systems or who might face language barriers.
“With their strong ties to the community, Community Health Workers and Promotores have an extraordinary ability to build trust and engage people in a way that other healthcare professionals might not be able to,” affirmed Beatríz Garcia, Director of Strategic Initiatives & Partnerships at the Santa Barbara Foundation. “They are the heart of public health—trusted guides who connect our communities to vital information and timely care that improves lives and strengthens communities.”
The Role of Promotores in Santa Barbara County
While they are not medical doctors or nurses, Promotores focus on health education, outreach, and support services within their communities. Promotores work in a variety of settings, including schools, community centers, healthcare facilities, and churches, reaching people where they live and interact.
These connections often happen organically, in everyday moments. As Josefa Rios from the Santa Barbara County Promotores Network shared, a Promotora volunteering at a local food distribution said, “The training I received from you gave me so much. First I learned self-care—if I don’t take care of my own mental health and go to my doctor’s appointments, I can’t be there to help anyone else. Look at me now and how far I’ve come—and it all first started with becoming a promotora. No one can take this away from me!”
In another encounter, a community member shared with a Promotora: “I just got my Medi-Cal card—it came through! Now I can go to my first doctor’s appointment ever. I never made one before because I couldn’t afford it.”
Their work spans a wide range of activities, including:
Health Education: Promotores educate community members on topics like nutrition, exercise, preventative care, mental health, and the importance of regular medical check-ups. They break down complex health topics into understandable, actionable steps that resonate with diverse populations.
Resource Navigation: Promotores guide individuals through the process of obtaining medical care, social services, legal aid, and financial assistance, ensuring that people are aware of their rights and available resources.
Advocacy: Promotores advocate for policy changes that benefit the health and prosperity of their communities. They raise awareness about the specific needs of marginalized groups, ensuring that decision-makers take action to address issues like access to healthcare, housing, and education.
Crisis Support: When disasters or public health crises occur, Promotors are often the first responders, providing crucial information and support to those in need. Whether it’s helping with COVID-19 testing, translating health guidelines, or assisting families during wildfires, Promotores ensures that people receive the care and attention they need in difficult times.
Looking Forward for the Santa Barbara County Promotores
As our community navigates evolving public health challenges and an increasing need for social support, the role of Promotores remains more essential than ever. Their unwavering dedication to bridging healthcare gaps and empowering underserved populations ensures they will continue to be vital pillars of Santa Barbara County’s future. The Santa Barbara Foundation is proud to stand alongside these community leaders, investing in their growth through training workshops, mental health support, and regional collaborations like the 2023 Central Coast Tri-County CHW/P Capacity Building Collaborative.
Through initiatives like these, Promotores are equipped with the tools, knowledge, and recognition they deserve. They don’t just change lives, they inspire hope, advocate for equity, and help shape a more inclusive and healthier region. Together, we can ensure their impact continues to grow, empowering communities, strengthening our public health infrastructure, and building a stronger, more connected Santa Barbara for all.
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