This article discusses the role of midwives in health promotion from sociological and anthropological perspectives. Midwives are viewed not only as healthcare providers, but also as social and cultural mediators who bridge modern medical practices with local community values and traditions. The study highlights that the effectiveness of health promotion is strongly influenced by social trust, cultural sensitivity, and the ability of midwives to adapt health communication to local socio-cultural contexts. The findings emphasize the importance of strengthening culturally responsive healthcare approaches to support sustainable health behavior change within communities. The results of this study have also been published in the book Psychosocial Aspects of Reproductive Health (ISBN 978-634-97007-1-9).