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Ryan Reynolds isn’t just well-known for playing the leading role in the superhero series Deadpool. The actor is also an active advocate for Parkinson’s disease awareness, having lost his father to the disease a decade ago.

Now, he’s using April — Parkinson’s Awareness Month — to underscore the need for educating patients, caregivers and the public at large about an often overlooked symptom of the disease: hallucinations and delusions.

At an event in New York City Friday hosted by Acadia Pharmaceuticals, Reynolds spoke on a panel alongside patient advocate Jimmy Choi and neurologist Dr. Fiona Gupta to discuss why there’s still plenty of stigma associated with Parkinson’s non-motor symptoms.

“50% of patients may experience hallucinations and delusions, but less than 10% will actually speak to a clinician about it,” said Tom Garner, chief commercial officer at Acadia. “We felt there was a huge opportunity there to address the unmet need.”

The event is part of an ongoing campaign out of Acadia, More to Parkinson’s, which launched last August and has tapped into Reynolds’ star power, comedic talent and personal link to Parkinson’s.

Reynolds’ father was diagnosed with the disease in his 40s and experienced hallucinations and delusions, but rarely spoke about it. “He maybe said the word ‘Parkinson’s’ twice,” Reynolds noted, pointing to the stigma that still exists today.

Reynolds also has an extensive history in marketing, having founded agency Maximum Effort and serving as the pitchman for Mint Mobile, Aviation Gin and other brands.

Since the campaign launched, global impressions have reached over 4 billion, Garner said, and the Acadia team is tracking how the effort is spurring patients to have discussions with their physicians about Parkinson’s disease psychosis, or PDP.

“We’ve seen a nice uptick in referrals in patients going to see a movement disorder specialist, saying, ‘I’ve seen Ryan’s story, and I think I might be experiencing [something] similar,’” Garner said.

The campaign is unbranded, but Acadia is the manufacturer of Nuplazid, a drug that treats Parkinson’s-related hallucinations and delusions. The drug was initially approved by the Food and Drug Administration (FDA) in 2016.

Reynolds concluded the event by noting that “Hollywood can impact change” in healthcare — especially through universal moments such as films or concerts — underscoring the impact that pharma-celebrity partnerships can have.

The campaign has also featured Ryan’s mother, Tammy Reynolds, to offer the spouse and caregiver perspective.

“As Ryan came onboard, we were in the middle of Deadpool 3, which gave us a nice boost,” Garner said. “[It’s about] making sure that as you sequence out what your marketing strategy looks like for these unbranded campaigns, that you’re thoughtful as to where are the additional places you can gain traction and how can that sequence over time.”