This study aimed to understand the conception and performance of health education developed by the Family Health Team with a view to clients' participation. Qualitative study carried out with clients and professionals at the Family Health Program (FHP) in Crato, CE, Brazil. Data were collected through semi-structured interviews and observation between May and September, 2005. Data were organized according to content analysis and literature. Findings indicate that professionals view health education as guidance and teaching focused on disease prevention and the participation of clients is perceived as listening and attention. Thus, FHP professionals need to broaden their understanding of health education and educative strategies, which should be culturally meaningful, so that clients freely and consciously decide on their participation and behavioral change in health.
health promotion; health education; consumer participation; family health program