Choosing Wisely Canada (CWC) is a Canadian-based health education campaign launched on April 2, 2014 under the leadership of Dr. Wendy Levinson, in partnership with the Canadian Medical Association, and based at Unity Health Toronto and the University of Toronto. The campaign aims to help clinicians and patients engage in conversations about unnecessary tests, treatments and procedures, and to assist physicians and patients in making informed and effective choices to ensure high quality care.