To be truly effective, big initiatives have to become part of every-day life.  My company has done this with safety but the same concept applies to other concepts like sustainability, work-life balance, etc.  It is not effective to “do as I say, not as I do” because people see through that quickly.  Here is something from The Globe and Mail about a couple companies and the efforts they have undertaken at every level of their firm to make environmental choices a part of every decision.

Embedding sustainability in company culture – The Globe and Mail.