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Angelina Jolie

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Ashton Morrow

on 2 October 2013

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Transcript of Angelina Jolie

The Angelina Effect

To help other women benefit from her experience
Demonstrate that it was not an easy decision
To let women know they have options
To keep women from unknowingly living under the shadow of cancer

Angelina Jolie
Sex Symbol
Award Winner
Forbe's Most Powerful Celebrity
in the World
Business Woman
Goodwill Ambassador
Highest Paid Actress
3 months of medical procedures
Feb 2- April 27
1st- Nipple Delay
2nd- Major surgery breast tissue removal
3rd- Breast reconstruction and implants
Her Process
May 14, 2013
New York Times page A25

Carrier of BRCA1
87% chance of breast cancer
50% chance of ovarian cancer

"I feel empowered that I made a strong choice that in no way diminishes my femininity."
My Medical Choice
Breast Cancer kills 458,000 people/year in low-middle income countries (World Health Org)
Cost of testing for BRCA1-2= $3000 in the US
From 87 to 5 percent
1712 online comments to the article

Jolie's mother, Marcheline Bertrand, died from ovarian cancer in 2007
Jolie's aunt Debbie Martin died of breast cancer

Family History
Media Trends
Google Trends- Averaging a mention every 10 seconds
Top Sources on May 14th- photobucket, twitter, identica, youtube , delicious, picasaweb, flickr, and Yahoo News
Total big three coverage 26 minutes and 52 seconds
56 seconds on the Gosnell case.
“Having witnessed this decision firsthand, I find Angie’s choice, as well as so many others like her, absolutely heroic. I thank our medical team for their care and focus... All I want is for her to have a long and healthy life, with myself and our children. This is a happy day for our family.”

Brad's First Published Statement
BRCA Facts
A simple blood test identifies the mutation
Between 0.125 and 0.25 percent of women will test positive for the BRCA mutation
36% choose to get prophylactic double mastectomies
Reconstructive process as much as $50,000
Men carry the BRCA mutation

Dr. Funk's Response
“Breast are a part of woman's identity, which is why Jolie—who has always been admired for her beauty—touched so many women who are struggling with the surgery."

"When someone who is arguably the most beautiful woman in the world removes the part of her body that is symbolic of femininity and sexuality, you have to say, 'Why would she do that?'" Funk explains

There has been a huge surge in phone calls to the Cancer Council hotline. (900% increase)
Created awareness and inspired members of the public to learn about their options.

Dr. Otis Brawley, chief medical officer of the American Cancer Society, "when awareness works its best, it causes people to think and learn about this issue."

Jolie and Pitt have six children:
Maddox Chivan (adopted from Cambodia in 2002)
Zahara (adopted from Africa in 2005)
Pax Thien (adopted from Vietnam in 2007).
Shiloh (born May 2006)
Twins Knox, and Vivienne (born July 2008)

Her Motivation
Knowing the Options
98% of all breast cancers in women do not have BRCA mutations- Further gene testing is being developed
Tamoxifen, a synthetic anticancer drug that recent studies showed can cut the risk of developing breast cancer by 40% to 50%.
Stay physically active, eat healthy, don't smoke or drink, maintain a healthy weight, reduce exposure to carcinogens and take high quality nutritional supplements
PR Team's Response
Human Element
Reactions on Twitter
Negative Reactions
"I wouldn't call it the brave choice. I actually think it's the most fearful choice you can make when confronting anything with cancer." -
Melissa Etheridge

Opinion Leader
Global Perspective
"Revealing? Sure. Helpful?
But 'classy' and 'brave'?
I don't think so."
-Olivia Barker, USA Today

"The Sweetheart of
the Middle East"
The Future for
“I started with the breasts, as my risk of breast cancer is higher than my risk of ovarian cancer, and the surgery is more complex.”
Three years left to live?
50% chance of developing ovarian cancer

After 8 rounds of Chemo, I understand Angelina's choice.
The Good. The Bad. The Double Mastectomy.
“That’s good for her; she’s got the best health care and she’s got money. She doesn’t have to worry about taking off of work. She doesn’t have to worry about taking care of her family, cooking or cleaning — the things that the normal woman would have to do.”
The Good. The Bad. The Double Mastectomy.

June 2, 2013
Angelina Jolie makes her first appearance since her double mastectomy.
Pictured here with Brad Pitt at the premiere of his movie World War Z.
"In such a world, where the taboo against publicly talking about disease and death has been replaced by an equally problematic promiscuous desire to spill details about such things into the public realm, can Ms Jolie really be said to have done something brave and incredible?"
-The Huffington Post UK
The BRCA1 gene for breast cancer is patented by a corporation called Myriad Genetics. All patents are government-enforced monopolies over intellectual property, and they thus prevent anyone else from conducting research or testing on the BRCA1 gene without paying huge royalties to Myriad. This is why the BRCA detection tests cost $3,000 - $4,000 each.

That price “should come down significantly,” said Dr. Harry Ostrer, one of the plaintiffs in the case, as competitors start to offer their own tests. The ruling, he said, “will have an immediate impact on people’s health.”

So my BRCA1 is patented by a corporation?
Harris Interactive/Health Day poll
surveyed nearly 1,100 U.S. women
Shed light on important issue
She controlled the message
"front and center” to own her decision
Inspire others
Fear Factor
Angelina Calls the Shots
Full transcript