Asian Hospital turns a social media ‘troll’ into a health awareness campaign

MANILA, Philippines — What if a social media troll could actually help save lives?  This is the idea behind “Ate Rose,” the latest health awareness campaign of Asian Hospital and Medical Center aimed at educating the public about atherosclerosis, a condition that can lead to serious cardiovascular diseases.  Atherosclerosis happens when fatty deposits or plaque build up inside the arteries, restricting blood flow. Over time, it can contribute to heart attack, stroke and peripheral artery disease.  To make the condition more relatable and easier to remember, Asian Hospital created Ate Rose as a colorful and mischievous character who “trolls” social media users and personalities.  The campaign uses humor and social media interactions to draw attention to a serious health concern, while directing audiences to information about atherosclerosis and the importance of early detection.  Ate Rose has interacted with several online personalities, including Kuya Kim Atienza, Krizzia Luna, Markybap and Via Austria, creating conversations that eventually lead audiences to Asian Hospital’s website to learn more about the condition.  The campaign also goes beyond the digital space.  Ate Rose has been brought to schools, workplaces and barangays through on-ground caravans. She has also been featured alongside Yosi Kadiri, the well-known character associated with the Department of Health’s anti-smoking campaign, highlighting the role of smoking as one of the risk factors associated with...