[Quebec] Inspired by Crispin Porter & Bogusky's U.S. anti-smoking "Truth" campaign, Canada started testing Sept. 19 a TV, radio, print and Web effort called "De Facto" in Quebec funded by the federal government's Health Canada. Paul Bleau, exec VP-integrated communications at LXB Communication Marketing, the local Canadian agency behind the campaign, said that like "Truth," the focus isn't on cigarette smoking or quitting but targeting the tobacco industry and revealing facts about it. The first spot, "Celebration," cuts between a young girl smoking and a boardroom of laughing cigarette-industry executives congratulating each other.