Phenylketonuria is a very rare disease where your body is unable to process protein and rising Phe levels can lead to irreversible brain damage. Because it's a condition you are born with the, there is a growing community of parents and people living with PKU. 

It wouldn't be right to tell these PKU experts what to do—they know. So instead we built a social media platform that could be inspiring, motivational, and authentic. 

We even crafted a number of Facebook Live events where people could interact with a chef cooking up PKU-friendly meals. Real-time interaction with a Pharma brand—nearly unheard of!

The platform rapidly grew to thousands of active followers and has been shown to improve adherence to treatment.