Two years after launching its “More To Parkinson’s” campaign with actor Ryan Reynolds, Acadia Pharmaceuticals is asking Reynolds to suit up once again as it broadens the project.
Back in 2024, Reynolds, his mother Tammy and Acadia teamed up to help improve both awareness of and education around the hallucinations and delusions that affect many Parkinson’s patients. Oftentimes, these are not recognized as being connected to the disease.
Reynolds has a personal tie to the condition: His father, Jim, had Parkinson’s and encountered non-motor symptoms before his death in 2015.
At the core of the campaign was a series of stories from Reynolds and his mother about their experiences with Jim’s Parkinson’s diagnosis and symptoms—speaking from their multifaceted roles throughout that period as a son and caregiver, and wife, mother and caregiver, respectively.
Now, the campaign includes six new longer-form videos on the More To Parkinson's website as it broadens its outlook.
“The new creative extends beyond Ryan by bringing in more voices and perspectives, including people living with Parkinson’s, caregivers, advocates and healthcare professionals to share real stories, reduce stigma and help more people act earlier,” Holly Valdiviez, Acadia’s Neuropsychiatric Franchise Lead, said in an interview with Fierce Pharma Marketing.
Valdiviez added that content will run across social, digital, healthcare provider and advocacy programming channels.
The pharma will also continue to bring Reynolds directly to the community through panel discussions. “This provides us with a unique way to reach and engage with the community and is a natural extension given who Ryan is as a storyteller,” Valdiviez said.
“These discussions center around the real-world impact of these symptoms and the importance of earlier recognition and action,” Valdiviez continued. “Through shared stories and expert perspectives, the discussion is designed to help encourage more open dialogue around Parkinson’s-related hallucinations and delusions, while empowering people living with Parkinson’s, caregivers and families to be more informed and supported in navigating these challenges.”
She explained that since the launch of the campaign in 2024, unaided awareness of hallucinations and delusions among people living with Parkinson’s disease and caregivers tripled from 10% to 30%.
But she said that “while we’re proud to see this increase, we still have a long way to go in creating awareness and inspiring action, encouraging patients and caregivers to speak with their healthcare providers about their symptoms.”
Among the available treatments for Parkinson’s symptoms is Acadia’s own Nuplazid, which in 2016 became the first drug approved by the FDA specifically to treat hallucinations and delusions linked to Parkinson’s.
The drug generated just over $680 million last year, and the company announced in its 2025 earnings report that it had been ramping up its sales work for Nuplazid.
This saw a 30% increase in representatives, implemented in early 2026, who are “now fully deployed in the field,” according to the company.