ABSTRACT:
Since Brazil’s 8th National Health Conference, communication has been recognized as a strategic dimension for promoting the right to health. Conceived as a human right and a fundamental component of social relations, communication is closely aligned with the core principles of the Brazilian Unified Health System (SUS), including comprehensiveness, social participation, decentralization, and equity. This study aimed to identify social communication strategies and equity-promoting actions incorporated into SUS planning, with a particular focus on human resources for health. A qualitative and descriptive methodology was adopted, combining a literature review with documentary analysis of the 27 State Plans for the 2024–2027 period. The findings indicate that most Federative Units included actions related to communication and equity in their plans. However, these actions were often described in vague terms, lacking clear specification of accessible, inclusive, and culturally appropriate communication strategies. In addition, given the growing influence of digital media, the analysis revealed a notable shortage of proposals aimed at addressing health misinformation. The study highlights the need for initiatives that go beyond acknowledging social, economic, and cultural dynamics, and instead critically examine their impacts, promote equitable access to information, encourage autonomous and critical thinking, and strengthen social participation in the construction of fair and inclusive communication processes. More than normative guidelines, promoting equity within the health system requires educational and communicational practices that actively confront prejudice, racism, sexism, LGBTphobia, and ableism still present in institutional settings, as these forms of violence affect both labor relations and the quality of healthcare delivery. In conclusion, communication in health should not be understood merely as information dissemination, but as a central dimension of care, management, citizenship, and democracy. Recognizing communication as a relational, dialogical, and inclusive process is essential to ensuring the right to information, equitable access to healthcare, and meaningful social participation.