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Actor and entrepreneur Ryan Reynolds has partnered with Acadia Pharmaceuticals to launch a national campaign raising awareness of the non-motor symptoms of Parkinson’s disease.

The More to Parkinson’s effort was unveiled Wednesday morning and focuses on educating the public about Parkinson’s-related hallucinations and delusions.

Estimates vary on how many people living with Parkinson’s will experience hallucinations, but they are not uncommon and can usually occur as a side effect of the medication a patient is taking to treat the disease.

One of the complicating factors around this aspect of Parkinson’s disease is that most patients don’t tell their physician about these symptoms, which slows the ability for the care team to intervene. 

The campaign’s website provides caregivers, healthcare professionals (HCP) and patients with information about the often underrecognized aspects of Parkinson’s. These symptoms may be generally overlooked but were all too familiar to Reynolds and his family.

In 1998, Reynolds’ father, Jim, was diagnosed with Parkinson’s and dealt with both severe physical and mental issues associated with the disease until his death in 2015. During that 16-year period, Reynolds’ mother, Tammy, served as his primary caregiver and navigated his fragile and confused mental state.

“My father experienced hallucinations and delusions. At the time, we didn’t know any of these types of symptoms were part of his Parkinson’s disease,” Reynolds said in a statement. “Like a lot of caregivers, my mom mostly tried to carry these burdens alone. I wish I’d known Parkinson’s disease wasn’t limited to only motor symptoms. I think people and families affected by Parkinson’s can be better prepared to manage hallucinations and delusions if they’re talking early and often about this lesser-known aspect of the disease.”

In addition to a press release announcing the initiative, Reynolds promoted More to Parkinson’s alongside his mother in a video posted to his Instagram.

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This multifaceted disease campaign marks a further commitment to raising awareness around Parkinson’s disease by Reynolds, who has been a board member of The Michael J. Fox Foundation for around 15 years.

In an exclusive interview with People coinciding with the launch of the campaign, Reynolds said his father’s hallucinations and delusions worsened in the later years of his life, nearly a decade after he was first diagnosed.

“At the time I just thought, ‘My dad’s losing his mind,’” he said. “My father was really slipping down a rabbit hole where he was struggling to differentiate between reality and fiction.”

He also told the publication that his mother suffered from caregiver fatigue as she did her best to support her husband during his clinical decline, calling the challenges she faced “one of probably the most unreported side effects of diseases like this.”

Reynolds said that while he wishes his father could’ve benefited from recent medical advancements that mitigate the impact of Parkinson’s, he is focused on ensuring the public knows about the “nuance, complexity, and unexpected symptoms” of the disease that can feel overwhelming.

He stressed that while the situation can feel “slightly hopeless,” it’s important for the Parkinson’s community to know they are not facing these challenges alone. 

In addition to his advocacy work for the Parkinson’s patient population, Reynolds has lent his starpower to other medical marketing efforts, particularly around colorectal cancer. 

In December, his creative agency Maximum Effort and the Colorectal Cancer Alliance teamed with Dallas Cowboys quarterback Dak Prescott for a 90-second ad supporting the Lead From Behind campaign to promote colon cancer awareness.

In the summer of 2023, the campaign also enlisted actor Terry Crews to reprise his role as President Dwayne Elizondo Mountain Dew Herbert Camacho from the 2006 movie Idiocracy. While in character, Crews received a colonoscopy as part of a four-minute video.

Prior to that, Reynolds and fellow actor Rob McElhenney filmed their respective colonoscopies, which were viewed more than 18 million times online and led to the number of colonoscopies scheduled on ZocDoc to increase by 36%.

In application, More to Parkinson’s is a multichannel campaign featuring videos that underscore the prevalence of Parkinson’s-related hallucinations and delusions, detail who is at risk, what symptoms may look like and how to discuss symptoms to receive the appropriate treatment options. 

Acadia said the campaign aims to reach the Parkinson’s disease community through several mediums, including digital media, social media and connected TV.

“There is a significant gap in awareness and understanding that hallucinations and delusions can be part of the progression of Parkinson’s disease,” Acadia CEO Steve Davis said in a statement. “As Ryan’s family story makes evident, the non-motor symptoms of Parkinson’s, including hallucinations and delusions, are often more distressing and disruptive than the motor symptoms associated with the disease. We are honored that Ryan and Tammy are willing to share their powerful story. Their experiences will open the door to desperately needed conversation and encourage people to speak with their healthcare providers about managing these symptoms.”

For a look inside Ryan Reynolds’ heartfelt Parkinson’s campaign, click here.