Media portrayal of celebrity experience of cancer is associated with greater public interest and increased internet search activity. Heightened public awareness of cancer affects referrals to secondary or tertiary care services. This is exemplified by publicity surrounding Angelina Jolie's preventive double mastectomy because of a strong family history positive for breast cancer and BRCA1 gene mutation. This resulted in a doubling of referrals to UK regional breast cancer services between 2012 and 2013.