The ETU initiative grew out of a desire to lead and influence statewide and national tobacco control efforts and is built on three foundational areas supported by evidence-based best practices in tobacco control: policy, prevention/education, and cessation services.

To support these foundational areas, the CHC collaborated with the ETU initiative to develop a cohesive brand and visual identity for all 14 institutions within the UT System. The CHC team provides the necessary tools for using the brand effectively and provides communication consultation to partner institutions to ensure consistent and effective messaging.

Key to the initiative's approach is the development of comprehensive health communication toolkits for campuses. These include a campus communication toolkit that offers guidance on brand implementation, campaign materials, and best practices for tailoring messages. Additionally, event, social media, and signage toolkits were developed to assist campuses in crafting effective messaging across media. This approach ensures that the ETU initiative’s messaging is clear, consistent, and evidence-based, enhancing the effectiveness of tobacco control efforts of partner institutions.