The purpose of this study was to evaluate the characteristics of human resources for health promotion advocacy in a rural community. A 16-item questionnaire was sent to 1000 residents of a rural Japanese town. Items concerned demographics, participation in organizational activities, awareness of volunteer activities, and willingness to participate in community-based oral health activities. Responses were measured on a 5-point scale. The response rate was 57.4%. To reveal potential factors from the distribution of responses, a principal component analysis was performed, and 4 components were extracted. The components were interpreted as "Municipality initiative," "Personal initiative," "Worth volunteering," and "Internal health locus of control (HLC)," respectively. The results of multiple regression analysis using the above components stratified by gender and age- group revealed that potential leaders in oral health activities in Japan are presently participating in social activities of their own accord and highly value volunteer activity. Target groups are senior males and middle-aged females.