An unconventional complementary medicine is taking off in Canada. Physicians belonging to Medecins francophones du Canada can now prescribe museum visits to patients suffering from a wide range of physical and mental conditions. Visiting museums, proponents claim, leads to the release of beneficial chemicals in patients. One such substance, serotonin, is known as the "happy chemical." The effects of visiting museums are similar to those of exercise, but unlike physical activity, it is accessible to the elderly and individuals suffering from life-threatening or chronic illnesses.