What began as a one-year collaboration has grown into a multiyear commitment to telling the often unspoken story of Parkinson’s-related hallucinations and delusions.
In celebrity partnerships, renewal is one of the clearest measures of fit. When a one-year collaboration becomes a multiyear commitment, the relationship is doing more than generating visibility. It is building trust, relevance and an opportunity for the story to deepen.
We’re proud that Ryan Reynolds and our client, Acadia Pharmaceuticals, are continuing their work together on the More to Parkinson’s campaign for another year. The campaign brings attention to Parkinson’s-related hallucinations and delusions – common, yet frequently overlooked or misunderstood nonmotor symptoms of the disease.
Ryan’s connection to this work is deeply personal. His late father, Jim Reynolds, lived with Parkinson’s and experienced hallucinations and delusions. By speaking candidly about what those symptoms meant for his father and their family, as well as what they wish they had understood at the time, Ryan brings an emotional truth to the campaign that no script could manufacture.
That honesty has resonated. Ryan has heard from people whose families have faced similar experiences, including many who have thanked him for helping bring this difficult part of Parkinson’s into the open. It is a reminder that the right spokesperson does more than attract attention. They help people recognize themselves in the story and feel less alone.
The newest phase of More to Parkinson’s thoughtfully expands the conversation. Ryan sits down with Parkinson’s advocates to share additional first-hand perspectives, break the silence surrounding these symptoms and encourage more open conversations among patients, care partners, families and healthcare providers. Rather than repeating the campaign’s first year, the partnership is building on it.
For us, this is what a successful celebrity partnership should look like. The right match creates credibility. Continued collaboration creates depth, momentum and the potential for lasting impact. We are honored to have helped bring Ryan and Acadia together, and excited to see this meaningful partnership continue to grow.