Red Rock Branding and the Making of CALM with Tulane University

Through CALM, Tulane University and Red Rock Branding launched a bold effort to inform, connect, and shift the public conversation on psychosis.

A branding strategy campaign defines how people understand and connect with a brand. While many industries focus on lifestyle or innovation, healthcare is different — it’s about reaching those in need of clarity, reassurance, and care.

Red Rock Branding, known for amplifying meaningful causes, partnered with Tulane University to spark deeper conversations around psychosis. This campaign called for open, approachable communication and visuals that invited curiosity. Red Rock helped reframe the dialogue, making a complex topic more accessible and empathetic.

At the center of the campaign was a key challenge: how does one reach someone who needs help but doesn’t yet recognize the signs? With CALM (Clear Answers to Louisiana Mental Health), Tulane and Red Rock focused on creating a tone that felt safe and grounded — one that made space for questions without judgment and encouraged reflection without fear.

The goal was to make information easy to find and even easier to understand. By addressing common myths and reducing stigma, the campaign helped shorten the path to care and raise awareness of early psychosis. The response was immediate — clicks surged, and conversations began to shift.

Their social media strategy led to an 18% rise in followers, a 7,000% increase in impressions, and over 15,000 YouTube views — proof that thoughtful content connects. With bold, clear messaging rooted in healthcare insight, the campaign reached overlooked audiences. CALM’s impact was recognized with a Gold win at the 2025 TITAN Health Awards for Marketing Campaign – Branding Strategy.