Asian Hospital repurposes internet troll ‘Ate Rose’ for health education

What if a social media troll could help save lives?

This is the concept behind “Ate Rose,” Asian Hospital and Medical Center’s most recent health awareness campaign, which aims to educate the public about atherosclerosis, a condition that can lead to serious cardiovascular diseases.

Atherosclerosis occurs when fatty deposits or plaque accumulate inside the arteries, reducing blood flow. Over time, it can lead to heart attacks, strokes, and peripheral artery disease.

To make the condition more relatable and memorable, Asian Hospital developed Ate Rose, a colorful and mischievous character who “trolls” social media users and personalities.

The campaign uses humor and social media interactions to bring attention to a serious health issue, while also directing viewers to information about atherosclerosis and the importance of early detection.

Ate Rose has interacted with a number of celebrities, including Kuya Kim Atienza, Krizzia Luna, Markybap, and Via Austria, sparking conversations that eventually led people to Asian Hospital’s website to learn more about the condition.

The campaign extends beyond the digital space.

Ate Rose has been transported to schools, workplaces, and barangays via on-the-ground caravan. She has also appeared alongside “Yosi Kadiri,” a well-known character associated with the Department of Health’s anti-smoking campaign, to highlight smoking’s role as one of the risk factors for atherosclerosis.

The hospital also incorporated cardiovascular health checks into events like the Rockwell Run Club’s Run for Your Heart, where participants received free blood pressure and BMI checks from Asian Hospital staff.

Ate Rose also appeared on an episode of the “Tyang Amy” podcast with actress Amy Perez and Asian Hospital cardiologist Dr. Marc Louie Del Rosario to talk about atherosclerosis, its risks, and how to prevent or manage it.

As part of its efforts to encourage early detection, Asian Hospital launched the Ate Rose Card, which includes a package of check-ups and diagnostic procedures for atherosclerosis detection, as well as discounts on selected treatment procedures for qualified patients.

Asian Hospital hopes that the campaign will help people remember Ate Rose’s character while also recognizing the real health threat she represents.

Because, while Ate Rose is a fictitious “troll,” atherosclerosis exists — and knowing the risks, getting checked, and acting early can make a difference.