This study is an essay about cancer prevention, health promotion, and the action strategies in this field. The advances in the last decades were obvious, but the equitity in relation to health promotion and cancer prevention is not accomplished yet, being this the main challenge for the XXI century. In this meaning, it is believed that the valorization of knowledge, believes, values and norms of the individuals, understood in a large and similar way, are essential to the health services reorientation.
Health promotion; Primary prevention; Neoplasms