Effectiveness of Below-the-Line (BTL) Health Campaigns in Reducing Non-Communicable Diseases (NCDs) Among Industrial Workers: A Quasi-Experimental Study

The prevalence of non-communicable diseases (NCDs) among industrial workers in Indonesia continues to rise due to occupational hazards, unhealthy lifestyles, and limited access to preventive healthcare services. Below-the-line (BTL) health campaigns, which utilise direct communication media such as posters and brochures, have been employed to promote healthy behaviours; however, their effectiveness in industrial settings remains underexplored. Objective: This study aimed to evaluate the effectiveness of BTL health campaigns in reducing NCD risks among industrial workers, focusing on campaign characteristics, message accessibility, and media content. Method: A cross-sectional design was employed, surveying 1,200 industrial workers exposed to BTL campaigns at IHSP. Data were gathered through structured questionnaires and interviews, and path analysis using SmartPLS 3.0 was conducted to examine the relationships between campaign characteristics, accessibility, media content, and effectiveness. Results indicated that campaign characteristics significantly enhanced message accessibility (coefficient = 0.709, p < 0.001) and media content (coefficient = 0.741, p < 0.001), directly influencing campaign effectiveness (coefficient = 0.298, p = 0.005). Additionally, accessibility (coefficient = 0.287; p = 0.003) and relevant media content (coefficient = 0.216; p = 0.009) contributed to campaign success. All model paths showed strong statistical significance. In conclusion, BTL health campaigns effectively improve NCD-related health behaviours among industrial workers, particularly when tailored to audience characteristics and supported by accessible, relevant content. An evidence-based BTL strategy is crucial for optimising NCD prevention in industrial settings.