More to Parkinson’s wasn’t only about reach—it was about revelation.
A revelation from the untold side: the caregivers. Increasingly, that means adult children—sons and daughters stepping into roles they never expected. Especially in the case of Parkinson’s disease, where hallucinations and delusions can affect nearly half of people with the condition, yet remain shrouded in silence, stigma, and fear. Most families don’t even know these symptoms exist, let alone how to talk about them.
Our challenge: Start a difficult conversation in a way that felst honest, human, and hopeful.
Our insight: The problem wasn’t awareness of Parkinson’s itself—it was awareness of the unseen symptoms and their impact. We needed to reach the adult children of aging parents—a generation of people unaware these symptoms were part of the disease—who often didn’t know what to look for, let alone how to talk about it.
So, we took a different path. No polished endorsement. No pharma-typical PSA.
We partnered with actor and advocate Ryan Reynolds. Not just for his fame, but as a son who had lived it. One who had watched Parkinson’s distort the reality of someone he loved. A storyteller who knew how to deliver a message families would hear.
For the first time, Reynolds and his mother, Tammy, spoke publicly about the hallucinations and delusions that marked his father’s final chapter. Just two people pulling back the curtain on an experience too many face alone.
Research showed hallucinations and delusions can be more distressing than motor symptoms, yet many people living with Parkinson’s and caregivers don’t link them to Parkinson’s or discuss with HCPs. Our challenge: bring these symptoms out of the shadows—without fear or stigma—in a regulated space.
The campaign debuted with a high impact earned media moment—a People exclusive sharing Reynolds’ story—timed to peak interest around the release of Deadpool to drive cultural relevance and widespread coverage.
Interviews were maximized through key placements—strategically reaching our audience where they were engaged. To sustain coverage, we leveraged HCPs to keep these symptoms in the news cycle to amplify a consistent message: hallucinations and/or delusions may be part of the disease, can worsen over time, and it’s time to talk about them.
The timing wasn’t coincidental—it was a bold move to disrupt the pharma status quo. Instead of leading with clinical data, fear, or function, we led with human truth—sharing the impact that information about Parkinsons-related hallucinations and delusions could have had on Reynolds’ family. Reynolds was the unexpected but perfect spokesperson, bringing authenticity and reach at a pivotal career moment.
In a regulated space, we blurred traditional boundaries between audiences—proving that effective storytelling is about shared experience. This campaign shed light on the stigma and fear people experience with these symptoms, underscoring the importance of speaking up and seeking support.
Our cultural insight grounded in data revealed that adult children are often the first to notice changes in a parent’s behavior and take action. Instead of focusing on Reynolds, we knew that pairing him with his mother, Tammy, would resonate better with caregiver audiences in the 30-40 age range.
The unexpected partnership with Reynolds created instant cultural relevance and emotional connection among target audiences. Lifestyle outlets like People, USA Today, Sunday Today and Good Housekeeping were prioritized for outreach—leveraging Reynolds’ broad appeal, reaching caregivers and people living with Parkinson’s through outlets that rarely cover Parkinson’s. It launched across paid, owned, and earned channels, including national media, social, influencers, connected TV, HCP communications, and a redesigned disease education website. Educational social content supplemented paid efforts to meet audiences throughout their journey. Every touchpoint delivered consistent messaging to act.
What began as an emotionally raw People cover story became a breakthrough: the first campaign to spotlight Parkinson’s-related hallucinations and delusions through the eyes of caregivers. The result was not just attention—but action.
Earned Reach + Strategic Amplification
Measurable Shifts in Awareness + Behavior
Bottom Line: Proof of Impact
More to Parkinson’s delivered outsized returns, exceeding expectations across earned impact, digital behavior, and public health resonance.
From a celebrity-led revelation to a community-led dialogue, the campaign proved that in healthcare PR, the most powerful coverage doesn’t shout. It gives people something to say—and the courage to say it.
