National Breast Cancer Foundation Partners with OpenDNA’s CHOOSE Digital

  • Oct 21, 2019 AEDT
  • Team Kalkine
National Breast Cancer Foundation Partners with OpenDNA’s CHOOSE Digital

Australia-based information technology company OpenDNA Limited (ASX: OPN) offers fully integrated eCommerce, digital marketing and customer acquisition services for driving online sales of products and services for businesses, specifically those with Australia and China-focussed sales strategies. Using its OpenDNA hyper-personalisation Artificial Intelligence (AI) System, the company provides insights and hyper-relevant suggestions to individuals across verticals.

Read here: OpenDNA’s Business And Strategy In A World Driven By Artificial Intelligence

OpenDNA partners with NBCF via CHOOSE Digital

On 14 October 2019, OpenDNA announced that its fully-owned digital marketing and online customer acquisition company, CHOOSE Digital, has been appointed by the National Breast Cancer Foundation (NBCF) ( to enhance-

  • Awareness & Perception of the NBCF Brand;
  • Community engagement (awareness of What, How & Why)

The company added that this recent development marks a strong endorsement of its digital marketing capabilities and this has been possible due to the consistent demonstration of its digital marketing performance for NBCF, over the past 12 months, whereby OpenDNA not only drove online engagement but also caused an increase in its online donation revenues by more than 30%. OpenDNA is expecting material increase in the revenue for this financial year with the appointment of CHOOSE Digital.

NBCF’s National Marketing Manager, Rebecca Patton also added that the foundation is looking forward to collaborating with CHOOSE Digital on this project and increase awareness and perception around the NBCF brand, while striving towards achievement of NBCF’s Mission of “zero deaths from breast cancer” by the year 2030. Ms Patton also stated that NBCF is usually reliant on the generosity of the Australian Public for financing its initiatives as it receives no government funding.

Funding for research is critical for NBCF to achieve its goal and in fact, Breast Cancer is the most frequently diagnosed cancer in Australia, and most Australians, one way or another are affected by it.

The gamut of services that OpenDNA would be providing to NBCF under the agreement comprise evaluation of Daishu, OpenDNA’s core profiling and recommendations engine, to obtain a clear understanding of the online behaviour of people who are donating and subsequent application of these insights to drive further donations throughout the year. Meanwhile, NBCF is also exploring and assessing OpenDNA’s WeChat & Alipay payment gateways to encourage the Chinese Australian residents to extend donations to NBCF for the noble cause, which is definitely going to be an innovative point of difference for the foundation.

OpenDNA CEO, Mr Bryan Carr confirmed that OpenDNA’s Board is quite thrilled to be working with the Foundation and support the noble cause. The company is also looking ahead to nominate NBCF as its Foundation of Choice and plans to consistently work closely with partners and shareholders to progressively advance widespread awareness and perception around the NBCF’s work around the cause.

NBCF is a funding game-changing research body for breast cancer with investments totalling over $ 170 million in more than 534 breast cancer research projects across the country since 1994. The foundation has recorded some remarkable results, providing a testimony to its efforts and is working towards one determined goal: zero deaths from breast cancer by 2030.

The foundation envisions a world where women don’t die from breast cancer and a world where targeted, effective treatments with fewer side effects, gives those diagnosed with breast cancer a normal quality of life beyond diagnosis and treatment.

In the financial year 2020 (FY20), that is underway, OpenDNA is aspiring to further strengthen its customer base across multiple industry verticals including expansion of the high-quality customer base, in particular, for provision of its digital services across both Australia and China as it continues to support businesses and brands in Australia to seamlessly access the Chinese market in an unrivalled backdrop. The company is focussed on developing its tactical sales partnerships across lucrative verticals like Diagou, Tourism & Airports, and Student channels and Online and Retail sales in China.

Stock Information

OpenDNA has a market capitalisation of around $10.08 million with ~ 258.26 million shares outstanding. On 21 October 2019, the OPN stock closed the day’s trade at $0.036.


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