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Hypertension, a chronic disease with a morbidity rate in Brazil of circa 17 million people, is a leading risk factor for cardiovascular diseases. Its multifactorial determination requires the use of complex multifactor strategies of control, that could deal with the risk conditions and factors, which refers to actions on lifestyle and psychosocial, economic and environmental determinants. In this context, practices of health promotion, embracing a broader concept of health, discuss the quality of life and preventive actions, relating them with life and health conditions of the population. Objectives: Focusing the control of Hypertension, the aim of this thesis is to identify and analyze the health promotion practices and its use in the reorientation of health services in the city of Fortaleza, Brazil. Methodology: Case study, in three phases: identify, trough documental analysis, policies, plans and actions for the national, state, local (Fortaleza city) hypertension control and in-depth interviews with managers and directors relates to hypertension control; collect data on health promotion strategies used in the hypertension control, through semistructured questionnaires with Coordinators of City Health Centers; interviews with nurses, doctors and community health agents from some of these Health Care Centers. Results and discussion: Although the new model has modified the City Health Care standards, the biomedical view focusing the clinic still predominates in Health Control Centers. The risk factors control is closely related to individual responsibility and actions in most cases are isolated and not very creative, still using the prescriptive guidance as a major tool for change. The great demand for health care as well as technical issues and management policies make this process of reorienting the health service slow but challenging. Some Health Care Centers are able to break this biomedical hegemonic point-of view and, through a closer and more realistic approach to their environment, carry out community oriented activities, strengthening hypertension control and mitigating inequalities and inequities. Although not well-disseminated, complementary programs, such as NASF, Home Care, Community Gym and Firemen, among others, related to other areas of the health care or other areas of city administration have contributed to the development of the initiative proposed by the Family Health Strategy. Conclusion: Despite many difficulties there is a clear progress achieved in the paradigm shift concerning the provision of health services and improvement of life quality.

Promoção da saúde e a reorientação dos serviços de saúde no município de Fortaleza: a hipertensão arterial como analisador