Choosing Wisely Alberta (CWA) started in 2014 and is a provincial campaign to reduce unnecessary care in the province of Alberta. CWA is organized by the Alberta Medical Association, in partnership with the Physician Learning Program, Alberta College of Family Physicians, Alberta Health, Alberta Health Services, Alberta Innovates Health Solutions, Institute of Health Economics, University of Alberta, University of Calgary, College of Physicians and Surgeons of Alberta and patients.