> not the VPs, not the CEO

This is the biggest problem where I've seen companies try to do this. The C-level and senior management team make a big fuss about how the company is having too many pointless meetings, they need to be effective, short and have agendas... and usually you can count in hours the time before the one of the exact same senior managers has sent a 2 hour, 20-person invite titled "project catch up" with a blank body.

(You can probably generalise this to many company initiatives, not just the ones about meeting habits.)