KELY Support Group

What KELY Support Group does

KELY Support Group is a Hong Kong-based non-profit organization founded in 1991 that delivers youth support programs to young people aged 14–24 across three focus areas: Drug & Alcohol Awareness, Mental Health & Wellbeing, and Positive Youth Development. Core programs include Talk2Me (a 10-hour evidence-based peer support ambassador training certificate program established in 2014), Coolminds (a youth mental health promotion project co-developed with Mind HK that adapts international best practices from the UK, Australia, and New Zealand), and SOSKELY (a harm-reduction outreach service operating at major Hong Kong events including HK7s Rugby, Road to Ultra, Creamfields, and Clockenflap). The organization maintains 100+ active school partnerships and delivered 17,000+ youth served, 1,100+ workshop hours, and additional corporate Lunch & Learn and Mental Wellbeing Activity Classes in 2024.

The operating model is community-led: KELY collaborates with schools and event organizers to deliver programs, and its peer-support methodology has been recognized by UNESCO as Case Study #9 in international best-practice documentation. Revenue is generated through a diversified mix of individual monthly and one-off donations, charity mooncake sales in partnership with Imperial Patisserie, Kee Wah, and The Peninsula Boutique, corporate workshops, and annual fundraising events such as Weez Walk, Juggling For Joy, and fashion showcases. Weez Walk 2022 alone raised over HK$2.1 million from 720+ participants.

KELY operates as a registered Hong Kong charity (IR File Number 91/3716) governed by a Board chaired by David Simpson with Benita Chick as Vice Chair, led day-to-day by Executive Director Louis Hou since August 2024 following Sky Siu's departure. The organization maintains a nearly 20-year relationship with the Hong Kong Government's Narcotics Division and holds HKCSS and HKCC agency memberships. As a non-government subvented charity, it has no equity funding, no parent company, and operates exclusively within Hong Kong.

Name

KELY Support Group

Legal name

KELY Support Group

Website

https://kely.org

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

KELY Support Group is a Hong Kong non-profit, founded in 1991, that delivers evidence-based drug, alcohol, and mental-health programs to youth aged 14–24 through school partnerships, peer-support training, and event-based harm-reduction outreach.

Ownership category

akta.pro rank

Product category

Youth Social Services

NAICS

Child and Youth Services (62411), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300)

akta.pro primary industry

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

akta.pro secondary industries

Student Wellness & Prevention Programs (Substance Use, Sexual Health, Bullying) (EDAJAIAG), Mental Health Counseling & Therapy Services (K–12) (EDAJALAG), Mental Health & Crisis Support Services (BPAGACAD), Student Support Hotlines & Digital Wellbeing Tools (EDAJAIAL)

Keywords

• Youth mental health services
• Peer support training
• Drug awareness education
• Positive youth development
• Harm reduction outreach

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Donations and Fundraising: Monthly donation scheme and one-off donations from individuals and corporations to support youth programs and services.
2. Charity Sales: Charity mooncake sales in partnership with companies like Imperial Patisserie and Kee Wah, with proceeds supporting youth services.
3. Corporate Partnerships and Workshops: Corporate Lunch & Learn workshops and Mental Wellbeing Activity Classes for organizations.
4. Event Fundraising: Events like Weez Walk, basketball tournaments, and fashion showcases that raise funds while promoting youth wellbeing awareness.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

KELY Support Group is a Hong Kong-based non-profit that delivers youth support programmes for ages 14-24 across three focus areas: Drug & Alcohol Awareness (workshops and event-based SOSKELY harm reduction outreach), Mental Health & Wellbeing (Talk2Me peer support training and the Coolminds mental health promotion project with Mind HK), and Positive Youth Development (including the Open Door work placement programme). The organization also runs corporate wellbeing workshops, awareness campaigns such as #OneIsTooMany and Weez Walk, and a small online shop for charity product sales.

Product overview

KELY Support Group is a youth support organization operating a multi-program portfolio serving young people aged 14-24 in Hong Kong. The organization offers three core focus areas: Drug & Alcohol Awareness, Mental Health & Wellbeing, and Positive Youth Development. Key programs include Talk2Me (peer support ambassador training), Coolminds (mental health promotion with Mind HK), and SOSKELY (harm reduction outreach at large events). The organization also provides corporate wellness workshops, runs campaigns like #OneIsTooMany and Weez Walk, and offers digital and physical resources including youth toolkits, wellbeing games, and the Keep Calm & Ask KELY platform.

Differentiator

Problem solved

Functional benefit

Brands

• Talk2Me: Peer support ambassador training certificate program established in 2014, providing 10-hour evidence-based training to equip youth with skills to support peers facing mental health challenges.
• Coolminds
• SOSKELY
• #OneIsTooMany
• Weez Walk

Products and services

• Talk2Me Peer Support Training A 10-hour evidence-based peer support ambassador training certificate program that recruits 15-20 participants per cohort and trains students in modules on common youth challenges, self-awareness, peer support skills, self-care, and referral pathways. Suitable for students of different ages across Hong Kong schools.
• Coolminds Youth Mental Health Program Youth mental health promotion project jointly developed by KELY and Mind HK, adapting validated programs from the UK, Australia, and New Zealand to the Hong Kong context. Provides online resources, school-based support, and training for parents, teachers, and educators to recognize mental health symptoms.
• SOSKELY Harm Reduction Outreach Service Harm reduction outreach service operated at major Hong Kong events including Hong Kong Sevens Rugby, Road to Ultra, Creamfields, and Clockenflap. Provides practical harm reduction strategies, water distribution, alcohol-free activities, emotional support, and safe alcohol-free rest areas for youth aged 14-24.
• Drug and Alcohol Awareness Workshops Educational workshops raising awareness of drug and alcohol misuse among youth, delivered in schools and community settings across Hong Kong.
• Together, We Flourish! Mental Health Programme Mental health and wellbeing program alongside Talk2Me, focused on supporting youth emotional wellbeing through structured curriculum and workshops.
• Open Door Work Placement Programme A positive youth development program that equips Hong Kong youth with skills, knowledge, and opportunities through work placements for personal growth.
• Corporate Lunch & Learn Workshops Paid corporate wellbeing workshops delivered to organizations, addressing employee mental health, work-life balance, and stress management for Hong Kong workforces.
• Mental Wellbeing Activity Classes Activity-based corporate wellbeing classes delivered to Hong Kong organizations to support employee mental health and stress relief.

Quantifiable outcome

• 98% of participants understand importance of different emotions
• +6 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered minor and core.

• Kee Wah (奇華餅家)minorGTM or Marketing Partner · 1 January 2025Moongate charity partnership with two mooncake varieties, proceeds supporting youth work. Includes early bird discounts and bulk order benefits.
• Imperial Patisserie (皇玥)minorGTM or Marketing Partner · 1 January 2024Special edition mooncake charity sale with proceeds supporting KELY youth programs. Featured artwork by local youth illustrators.
• The Weez ProjectcoreStrategic or Co-development Partner · 1 January 2022Charity beneficiary for Weez Walk events. Tony Bruno founded The Weez Project in memory of Jamie Bruno to raise awareness of youth mental health and prevent suicide. Weez Walk 2022 raised over HK$2.1 million.
• The Peninsula BoutiqueminorGTM or Marketing Partner · 1 January 2017Partnership since 2008 for mooncake charity sales supporting Hong Kong youth. Special edition mooncake boxes with KELY branding.
• Mind HKcoreStrategic or Co-development PartnerJoint partnership with Mind HK to develop the Coolminds project, introducing international youth mental health best practices to Hong Kong. Adapted programs from UK, Australia, and New Zealand for local context.
• Hong Kong International Seven-a-side Rugby TournamentminorStrategic or Co-development PartnerSOSKELY harm reduction outreach service at HK7s, providing practical harm reduction strategies and emotional support to youth at the event.
• Major Event Organizers (Road to Ultra, Creamfields, Clockenflap)minorStrategic or Co-development PartnerSOSKELY outreach services at major entertainment events in Hong Kong to reach youth with harm reduction messaging.
• AIA Vitality ParkminorStrategic or Co-development PartnerVenue sponsor for Weez Walk art installations displaying mental health themed artwork by local artists Xeme and Cath Love.
• HKWallsminorStrategic or Co-development PartnerNon-profit art organization collaborating with The Weez Project on street art installations promoting mental health awareness.
• Hong Kong Development Basketball LeagueminorGTM or Marketing PartnerCo-organizer of Charity Basketball Tournament with Jessica Yuen as KELY mentor.
• Simmons & SimmonsminorOthersEvent sponsor for Weez Walk 2022.
• Allen & OveryminorOthersEvent sponsor for Weez Walk 2022.
• CHI ResidencesminorOthersT-shirt sponsor for Weez Walk 2022.
• MindHKminorStrategic or Co-development PartnerMental health organization supporting Weez Walk 2022.
• Samaritan Befrienders Hong KongminorOthersReferenced in suicide prevention statistics for 2023 Annual Report.
• Hong Kong Jockey Club Centre for Suicide Research and PreventionminorOthersSource of youth suicide statistics referenced in #OneIsTooMany campaign.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hong Kong Children & Youth Services: Hong Kong-based NGO providing integrated services for children and youth including counseling, mental health support, and positive youth development. Direct competitor for school-channel mental health programs and corporate CSR funding in the same geography.
• The Hong Kong Federation of Youth Groups: Largest youth services NGO in Hong Kong, providing youth development, counseling, and mental health programs across schools and community centers. Operates with similar dual focus on mental health and positive youth development and competes with KELY for school partnerships and government funding.
• Mind HK: Hong Kong-based mental health charity and KELY's direct partner in the Coolminds project. Both serve youth mental health in Hong Kong, share overlapping donor pools, and collaborate on co-developed curricula, making Mind HK the closest direct peer in target segment and geography.
• Mental Health Association of Hong Kong: Hong Kong mental health advocacy and service organization. Directly comparable to KELY's Mental Health & Wellbeing programs in Hong Kong, with broader mental health scope but overlapping donor and partner networks.
• Samaritan Befrienders Hong Kong: Hong Kong suicide prevention organization and KELY's data partner for the #OneIsTooMany campaign. Both work on youth suicide prevention and mental health awareness in Hong Kong, with overlapping donor audiences and referral pathways.
• Youth Outreach (HK): Hong Kong NGO focused on at-risk youth including night drifters and substance users, offering outreach and counseling. Highly comparable to KELY's SOSKELY harm reduction model and Drug & Alcohol Awareness workshops, serving overlapping youth populations in Hong Kong.

Broad incumbents

• Caritas Hong Kong: One of the largest social service NGOs in Hong Kong, offering youth, family, and community services including mental health and addiction programs. Much broader portfolio than KELY, but directly competes for school partnerships, government grants, and donor funding in the same youth services niche.
• Yan Chai Group: Major Hong Kong charitable organization providing youth services, education, and social welfare. Operates broader social services portfolio but overlaps with KELY on youth development and competes for the same corporate CSR sponsors and government subvented funding.
• UNICEF Hong Kong: Well-established international NGO with active Hong Kong presence focused on youth wellbeing, mental health, and child rights. Larger scale and broader scope than KELY, but operates in overlapping youth advocacy and corporate fundraising spaces in Hong Kong.

Regional players

• Hong Kong Playground Association: Hong Kong-based youth services NGO providing programs for children and youth including mental health and positive youth development. Comparable in mission and target demographic to KELY, competing for similar school and community partnerships in Hong Kong.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@KELYSupportGroup
• Facebookfacebook.com/kelysupportgrp
• LinkedInlinkedin.com/company/kely-support-group
• Instagraminstagram.com/kelysupportgrp
• Xx.com/KELYSupportgrp

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KELY Support Group