More is Not Always Better

There is evidence suggesting that patients play a role in driving unnecessary care. In a recent survey of Canadians conducted by Ipsos Reid for Choosing Wisely Canada, 64% of respondents said that “patient demands are responsible for more unnecessary use of health services than are decisions by physicians”. Clearly, the perception that “more is better” needs to be addressed.

The More Is Not Always Better campaign aims to do the following:

The More Is Not Always Better campaign includes videos and posters that will present patients with scenarios in daily life where more is clearly not better, and make the connection that the same is also true when it comes to medicine.

Participate in this campaign by downloading our digital toolkit or the videos and posters below, and display them on your waiting room TV screens and walls.


Video for Waiting Room:

(download at:


Posters for Waiting Room:



Poster for Exam/Waiting Room:

This poster is also available in Arabic, Chinese (Simplified), Dutch, French, German, Italian, Korean, and Punjabi.

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Patient Materials: