The objective of this exploratory study is to analyze conceptual theoretical model of Health Promotion, reflecting on this project's position regarding the issues of health production, the subjects and the social changes. Having the Canadian proposal as a reference, I describe the conceptual development of Health Promotion. After pointing out the ambiguities of this, this paper aims to reflect about two of the main categories for the New Health Promotion/New Public Health, which are: risk and empowerment. I conclude about the necessity of cautiousness when incorporating the principals and strategies Promotion the Brazilian Unified Health System (SUS), since these may "mean everything to everyone and thus may serve as compromised propositions to the status quo and, as a paradox, to projects of change. To consolidate the last tendency, I suggest that it is fundamental for the Brazilian reality to reaffirm "health as a right and a State duty", recommending as path to an effective and "healthy" Health Promotion the concept use of "community empowerment".
Autonomy; Health quality; Public health; Health promotion; Risk
