MANILA, Philippines — What began as an unconventional social media character has become a platform for raising awareness about cardiovascular health, as Asian Hospital and Medical Center, in partnership with the Department of Health (DOH), uses its “Ate Rose” campaign to educate the public about atherosclerosis.
The campaign features Ate Rose, a fictional character who uses humor, playful exchanges and social media interactions to capture public attention and encourage conversations about a serious health condition that often develops without noticeable symptoms in its early stages.
Atherosclerosis occurs when plaque, made up of cholesterol, fat and other substances, accumulates inside the arteries, causing them to narrow and restricting blood flow. If left unmanaged, the condition can increase the risk of heart attacks, strokes and peripheral artery disease.
Risk factors include high cholesterol, high blood pressure, diabetes, smoking, physical inactivity, an unhealthy diet and a family history of cardiovascular disease. Because the condition may progress silently, awareness, appropriate screening and early medical intervention are essential.
Through the campaign, Ate Rose has interacted with online personalities, including Kuya Kim Atienza, Krizzia Luna, Markybap and Via Austria, using digital engagement to direct audiences toward information about atherosclerosis and the importance of protecting their cardiovascular health.
The initiative also extends beyond social media, with Ate Rose visiting schools, workplaces and barangays through on-ground caravans. She has also appeared alongside Yosi Kadiri, the character associated with the DOH's anti-smoking campaign, highlighting smoking as a modifiable risk factor for cardiovascular disease.
Asian Hospital has further incorporated health awareness activities into community events. During the Run for Your Heart event organized by the Rockwell Run Club, hospital personnel provided participants with free blood pressure and body mass index (BMI) checks.
In another educational initiative, Ate Rose joined actress Amy Perez and Asian Hospital cardiologist Dr. Marc Louie Del Rosario on the “Tyang Amy” podcast to discuss atherosclerosis, its risk factors, and the importance of prevention and proper medical management.
To encourage early detection, the hospital also introduced the Ate Rose Card, which offers packages covering checkups and diagnostic procedures related to atherosclerosis, along with discounts on selected treatment procedures for qualified patients.
Health professionals generally recommend managing cardiovascular risk factors through a balanced diet, regular physical activity, avoiding tobacco, and controlling conditions such as high blood pressure, diabetes and high cholesterol. Individuals should consult healthcare professionals to determine which screening tests and preventive measures are appropriate for their health needs.
By combining a memorable character with digital engagement, community outreach and medical education, the campaign seeks to make cardiovascular health information more accessible and encourage Filipinos to take a proactive approach to prevention.
While Ate Rose may be a fictional social media troll, the condition she represents is real. Through the campaign, Asian Hospital and the DOH aim to reinforce a vital message: recognizing risk factors, seeking appropriate medical advice and acting early can help reduce the risk of serious cardiovascular complications.
