While I’m still upset by all the bad buzz related to Indiana Jones and the Movie That’s Not Even in Theaters Yet, I find this story at least a little uplifting, as it’s for a great cause. Harrison Ford, who sits on the board of directors at the environmental organization, Conservation International, appears in a new PSA focused on the harms of deforestation. To show us how much it hurts the earth, Ford’s seen having his chest hair yanked out, a la Steve Carell in The 40-Year-Old Virgin.

But does it really hurt, Harrison? Because you didn’t scream or wince at all. I know you’re a tough guy action hero, but it would really drive the point more if we could see the man behind Indy/Han Solo/Jack Ryan/President Marshall/etc. start yelling and maybe even shed a tear from pain. Nevertheless, I appreciate the sentiment, especially the way you’re capitalizing on your latest Indy movie to bring us this important message. I can’t wait for the next PSA where you get hair plugs put in to illustrate the ease of reforestation.