<![CDATA[Persuasive communication plays an essential role in influencing public attitudes and behaviors, particularly in the dissemination of social security programs. This study aims to analyze the persuasive communication strategies employed by BPJS Ketenagakerjaan in socializing the Work Accident Insurance (JKK) and Death Insurance (JKM) programs to non-wage workers in Yogyakarta. The research applies David Berlo’s SMCR communication model and uses a descriptive qualitative approach. Data were collected through in-depth interviews, observation, and documentation. The findings reveal that BPJS Ketenagakerjaan utilizes both rational and emotional persuasive approaches through direct socialization, outdoor advertising, and social media platforms. While these strategies contribute to increasing awareness among non-wage workers, program participation remains constrained by limited understanding of benefits and contribution mechanisms. The study highlights the importance of adaptive communication strategies to improve public trust and program acceptance among informal sector workers. Keywords: Persuasive Communication, Social Security Program, BPJS Ketenagakerjaan, Informal Workers, Socialization Strategy]]>
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