Radio campaign to promote quality use of medicines among Italian, Mandarin and Cantonese speaking seniors in Australia.

Issue Addressed: The objective of this study was to evaluate the effectiveness of a radio campaign in promoting the quality use of medicine (QUM) among Italian, Mandarin and Cantonese-speaking seniors.

Methods: One hundred and eight six in-language radio advertisement spots and nine interviews were broadcasted during eight ethnic language radios programs in September and October 2008. Immediately before and after the campaign, telephone interviews were conducted with 1,200 (600 before and 600 after) randomly selected Italian, Mandarin and Cantonese-speaking seniors aged 50 or older.