nalysis of the Effectiveness of Below the Line Campaigns for Prevention of Non-Communicable Disease in Banda Aceh City

All community health centers (Puskesmas) within the working area of the Banda Aceh City Health Office have implemented non-communicable disease (NCD) prevention efforts, including bottom-line campaign strategies such as banners, posters, brochures, and leaflets. However, based on surveillance data, the incidence of NCDs continues to rise. According to the Banda Aceh City health profile, in the context of minimum service standard indicators for NCD services—specifically hypertension and type 2 diabetes mellitus—there were 13,077 recorded cases of hypertension in 2021, increasing to 19,394 cases in 2022. Similarly, the number of individuals with type 2 diabetes mellitus rose from 9,573 in 2021 to 12,653 in 2022. This study aims to identify the factors influencing the effectiveness of bottom-line campaigns for NCD prevention in Banda Aceh City. This research employed a quantitative survey method supported by qualitative data, analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The study population comprised all residents of Banda Aceh City, totaling 262,960 individuals. The sample included individuals aged 15 years and older who accessed general polyclinic services at three selected Puskesmas in Banda Aceh and had seen or received information on NCD prevention through bottom-line campaign media. Data collection was conducted using a questionnaire. The results indicate that accessibility, target audience characteristics, and media content significantly influence the effectiveness of bottom-line NCD prevention campaigns in Banda Aceh City. The study concludes that the effectiveness of bottom-line NCD prevention campaigns in Banda Aceh City is determined by media accessibility, audience characteristics, and the content of the campaign materials.