Strongly agree that to be really effective, it has to be endorsed and preferably presented by the top person/people and it has to be shown to matter by the company leaders (in all positions).
If they don't mean it, or pay little/no attention to it, you can be as 'exciting' as you like introducing it, but the truth is that no one else will pay much attention to it either.
I like the idea of personalising it, discussing it, explaining why it's important and what it means a lot.