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Choosing Wisely campaigns are clinician-led efforts to raise awareness and develop interventions to reduce low-value health care. At the core of Choosing Wisely campaigns are lists of recommendations, developed by national clinician societies, of tests, treatments or procedures in their specialty for which there is excellent scientific evidence of overuse or harm to patients. First launched in the USA in 2012, Choosing Wisely campaigns have spread to over 35 countries globally and are present across all continents including Africa, South/Latin America and Asia.1 Yet despite increased awareness of the harms of low-value care, it remains stubbornly prevalent across health care systems globally.