Culture work often begins with a values statement and a communications campaign. Six months later the statement is on the wall and nothing has changed.
That is because behaviour follows reinforcement, not messaging.
Define the target in behavioural terms
"Collaboration" is not actionable. "Decisions that affect two departments are made jointly, and the record is shared within a day" is. If a value cannot be described as something observable, it cannot be reinforced.
Audit what actually gets rewarded
Look at who was promoted last year and why. Look at what the performance system measures. Those two things describe the real culture far more accurately than any survey.
Change the system, then the message
Adjust the reinforcing systems first — evaluation, recognition, promotion criteria — and communicate second. The message lands because the evidence already supports it.