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Friedreich's Ataxia is a rare neurodegenerative disease whose early symptoms—clumsiness, frequent falls, trouble writing—are often mistaken for typical childhood behaviour, when early detection is critical.

Inspired by the true story of María, Friedreich&I is built on a powerful insight: imaginary friends often appear around the same age the disease begins.

With this campaign, Biogen brought visibility to an overlooked condition, helping parents, educators, and society to recognise the signs before it’s too late, and asking a vital question: could a child's frequent missteps be more than just a game?

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