A new health awareness campaign from Asian Hospital and Medical Center is generating buzz by using a social media “troll” to educate the public about atherosclerosis—a condition that can lead to serious heart and vascular diseases. Dubbed “Ate Rose,” the character aims to turn online mischief into lifesaving knowledge for Filipinos.
Atherosclerosis, which occurs when fatty deposits or plaque build up inside the arteries and restrict blood flow, is a leading contributor to heart attacks, strokes, and peripheral artery disease. Early detection and prevention are critical, but awareness of the condition remains low among many Filipinos.
With these factors in mind, Asian Hospital introduced Ate Rose: a colorful, cheeky character who “trolls” social media users and influencers. The campaign combines humor and interactive online exchanges to make the topic more relatable, directing audiences to credible information about atherosclerosis and the importance of getting checked early.
Ate Rose has sparked conversations with well-known personalities like Kuya Kim Atienza, Krizzia Luna, Markybap, and Via Austria, using playful banter that eventually leads followers to Asian Hospital’s website for more information. The digital push is complemented by on-ground caravans—bringing Ate Rose to schools, offices, and barangays across the country.
The campaign also links Ate Rose with Yosi Kadiri, the Department of Health’s iconic anti-smoking mascot, highlighting smoking as a major risk factor for atherosclerosis. Together, they reach new audiences and reinforce the dangers of unhealthy habits.
In addition to digital and on-site engagement, Asian Hospital integrated cardiovascular screenings into community events like the Rockwell Run Club’s “Run for Your Heart,” where participants received complimentary blood pressure and BMI checks.
Ate Rose’s educational reach extended further through a guest appearance on the “Tyang Amy” podcast with actress Amy Perez and cardiologist Dr. Marc Louie Del Rosario. The discussion covered the risks, prevention, and management of atherosclerosis, making the topic accessible to a broader audience.
To encourage early detection, Asian Hospital launched the Ate Rose Card, a package of diagnostic checks and discounts on related treatments for qualified patients. This initiative aims to make preventive care more accessible while driving home the campaign’s core message.
Through Ate Rose, Asian Hospital hopes Filipinos will remember not only the character but also the real threat of atherosclerosis. While Ate Rose may be a fictional troll, the risks are real—and taking action early could save lives.