Vélo Quebec launched a new "share the road" type of campaign last month.
Of course, it will probably prove itself to be as inefficient as all the other "share the road" and "vehicular cycling" nonsense we've been feed with since the 1970's... but hey, it's a cute and romantic little TV commercial that, at least, should not do any harm.
Obviously, the only real solution if we want to see cycling rates improve and fatalities decrease, is to have better cycling infrastructure, better urban planning, better policies and tougher laws on delinquent motorists, including getting rid of Quebec's no-fault bullshit laws.
This requires political balls (more on that some other time).
Until then, we can find solace in the ineffective but inoffensive commercial.