Friedreich's Back

Because Friedreich’s ataxia (FA) is so rare, many doctors lack deep knowledge of the disease or its first-ever treatment, SKYCLARYS. This gap fueled skepticism and mistrust within the FA community, who often feel isolated and unheard after being diagnosed with a terminal condition in their teens. Research revealed two powerful truths: people with FA rely heavily on social media for information and connection, and they use dark humor as a coping mechanism.

Rather than defaulting to traditional medical messaging, the team leaned into this reality. Friedreich’s Back was created as a dark comedy social series that resurrected Nikolaus Friedreich, the scientist who discovered the disease, as the ultimate expert. Across nine episodes, sharp humor delivered clear education on SKYCLARYS’ core benefits, turning complex treatment information into something memorable, human, and entertaining.

The response was extraordinary. For a global patient population of just 15,000, the series reached 10 million views across social platforms and drove more than 6,000 visits to the SKYCLARYS website, exceeding the number of Americans living with FA. Most importantly, it helped patients feel informed and empowered, leading to increased treatment consideration, rising prescriptions, and a meaningful shift in trust within the FA community.