SADAG

What SADAG does

SADAG (South African Depression and Anxiety Group) is a non-profit mental health organization headquartered in Johannesburg and operating across all 9 provinces of South Africa. It provides free crisis intervention, counselling, and education services through a multi-channel infrastructure that includes 24/7 toll-free helplines (suicide crisis, substance abuse, mental health, healthcare workers, ADHD, and trauma/police), WhatsApp counselling lines (notably the Maybelline BraveTogether line), and over 180 free support groups addressing depression, anxiety, bipolar disorder, trauma, substance abuse, OCD, ADHD, and related conditions. The organization answers 2,500+ calls per day and maintains regional branches in KwaZulu-Natal (relaunched at the University of KwaZulu-Natal in March 2024) and the Western Cape, supported by a network of trained volunteer counsellors. Its product portfolio extends to corporate Employee Assistance Programmes (EAPs), workplace webinars and video libraries, self-assessment questionnaires, the MHM Journal for clinicians, toolkits, Speaking Books, and SASL-accessible online videos.

SADAG's revenue model is donation-based, with no fees charged to end users. It is funded through corporate sponsorships from pharmaceutical companies (Cipla, Adcock Ingram, Dr Reddy's, Pharma Dynamics, Janssen), financial institutions (Discovery, Investec), consulting firms (Accenture, Tshikululu), and brand partners (Maybelline), supplemented by individual monthly and one-time donations via PayFast, bank transfer, and the BackABuddy platform, with tax donation certificates available. Its go-to-market is community-led: top-of-funnel awareness is driven through Facebook, Twitter, Instagram, TikTok, and PR coverage; mid-funnel engagement through weekly #AskTheExpert Facebook Live sessions, newsletters, and webinars; and conversion to support via direct helpline access and, in the corporate segment, EAP contracts. SADAG is governed by a board of directors, was founded by Zane Wilson, is operationally led by Operations Director Cassey Chambers, and employs 11-50 staff. Headquartered in Johannesburg with regional offices in Durban and Cape Town, SADAG fills a structural gap in South Africa's mental healthcare system where roughly 9 in 10 people with mental health conditions lack access to care.

Name

SADAG

Legal name

South African Depression & Anxiety Group

Website

https://sadag.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

SADAG is a South African non-profit mental health organization providing free 24/7 crisis helplines, WhatsApp counselling, and 180+ support groups across all 9 provinces, serving individuals in crisis, students, and corporate clients through EAPs and funded by corporate donations.

Ownership category

akta.pro rank

Product category

Mental Health Services

NAICS

Individual and Family Services (6241), Emergency and Other Relief Services (624230), Social Assistance (624)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGACAD)

akta.pro secondary industries

Behavioral Health Crisis Services Management (988/Hotlines/Mobile Crisis Coordination) (HLAEAHAK), Mental Health & Crisis Support Services (BPAGAEAH)

Keywords

• Mental health support
• Crisis helpline services
• Support groups
• Employee assistance programs
• Suicide prevention counseling

Headquarters

HQ city

Sandston

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Corporate Donations and Funding: SADAG receives funding from corporate partners including pharmaceutical companies (Cipla, Adcock Ingram, Dr Reddy's, Janssen, Pharma Dynamics), financial institutions (Discovery, Investec), and consulting firms (Accenture, Tshikululu). Monthly donor programme through BackABuddy platform.
2. Individual Donations: Monthly giving programme allowing donors to support SADAG's suicide helplines. One-time donations accepted via PayFast and bank transfer. Donors can qualify for tax donation certificates.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

SADAG is a non-profit mental health organization that provides free 24/7 crisis helplines, WhatsApp-based counseling, 180+ support groups, and corporate Employee Assistance Programmes to individuals and organizations across South Africa. Services address depression, anxiety, suicide prevention, substance abuse, trauma, ADHD, OCD, and other mental health conditions through a network of trained volunteer counselors and regional branches in KwaZulu-Natal and Western Cape.

Product overview

SADAG (South African Depression and Anxiety Group) is a nonprofit mental health organization offering a comprehensive suite of services centered on crisis helplines, support groups, and workplace wellness programs. The core offering consists of 24/7 toll-free emergency helplines for suicide crisis, substance abuse, and general mental health support, complemented by WhatsApp-based counseling services including the Maybelline BraveTogether initiative. The service portfolio includes over 180 free support groups (online and face-to-face), corporate Employee Assistance Programmes with counseling, workshops, and workplace video resources, plus supplementary offerings such as mental health questionnaires, the MHM Journal for professionals, Speaking Books, toolkits, webinars, podcasts, and videos including SASL accessibility content. Regional services are provided through KZN (relaunched March 2024 at UKZN) and Western Cape branches. As a nonprofit organization rather than a technology product company, SADAG does not operate a software platform but rather delivers human-centered mental health services through multiple contact channels.

Differentiator

Problem solved

Functional benefit

Brands

• #BraveTogether: Mental health WhatsApp counselling line launched in partnership with Maybelline, providing free support from 8am-5pm, 7 days a week.

Products and services

• Helpline Services 24/7 toll-free emergency helplines providing crisis support for suicide (0800 567 567), substance abuse (0800 12 13 14), mental health (0800 456 789), healthcare workers (0800 21 21 21), and other specialized conditions including depression, anxiety, ADHD, and trauma. Available to any South African resident in crisis.
• WhatsApp Counseling Line WhatsApp-based counseling chat lines including the Maybelline BraveTogether initiative (087 163 2030, 8am-5pm, 7 days a week), Cipla Mental Health WhatsApp (076 882 2775), Ke Moja Substance Abuse (087 163 2025), and Have Hope Chat Line (087 163 2050). Provides accessible mental health support via mobile messaging.
• Support Groups Over 180 free support groups offered both online and face-to-face across South Africa, providing peer support for various mental health conditions including depression, anxiety, bipolar, trauma, substance abuse, OCD, ADHD, and workplace-specific groups. Free to all participants.
• Employee Assistance Programmes (EAPs) Corporate workplace wellness services including confidential counseling, workshops, and resources addressing mental health concerns, stress management, and work-life balance for organizations. Designed for South African companies seeking to support employee mental health.
• SADAG KZN Branch SADAG's satellite office in KwaZulu-Natal providing local mental health information, support services, a call centre with counseling and referral, and provincial outreach programs. Hosts at UKZN Howard College Campus.
• SADAG Western Cape Branch SADAG's branch in the Western Cape region providing local mental health support services, counseling, and outreach programs for residents of the Western Cape province.

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• MaybellinecoreGTM or Marketing Partner · 4 June 2022Maybelline and SADAG partnered to launch #BraveTogether dedicated WhatsApp counselling chat line available 7 days a week, from 8am-5pm. The initiative aims to create safe spaces for people dealing with Depression and Anxiety to reach out for help. Maybelline conducted global expert-led research and focus groups over two years before launching the partnership.
• CiplacoreGTM or Marketing PartnerCipla sponsors the Cipla Mental Health Helpline (0800 456 789) and co-branded WhatsApp counselling line (076 882 2775). Cipla is also listed as a corporate funder.
• Adcock IngramcoreGTM or Marketing PartnerAdcock Ingram sponsors the Adcock Ingram Depression & Anxiety Helpline (0800 70 80 90) and is a corporate funder of SADAG.
• Dr Reddy's LaboratoriescoreGTM or Marketing PartnerDr Reddy's sponsors the Dr Reddy's Mental Health Helpline (0800 21 22 23) operating 8AM-8PM.
• Pharma DynamicscoreGTM or Marketing PartnerPharma Dynamics sponsors the Pharma Dynamics Police & Trauma Helpline (0800 20 50 26) and is a corporate funder.
• TikTokminorGTM or Marketing PartnerTikTok is listed as a platform partner for mental health awareness content and campaigns.
• University of KwaZulu-Natal (UKZN)coreStrategic or Co-development PartnerUKZN hosts the SADAG-KZN branch at Howard College Campus in Glenwood, Durban. The partnership enables SADAG to maintain a satellite office providing mental health information and support services in KwaZulu-Natal province.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Lifeline South Africa: South African crisis helpline and emotional support nonprofit operating 24/7 counselling lines. Directly comparable as a national crisis intervention charity with a volunteer-driven helpline model and free services to the public.
• Samaritans (UK & Ireland): Volunteer-driven 24/7 crisis helpline charity providing emotional support across the UK and Ireland. Closely comparable in operating model (free helpline, volunteer counsellors, donor-funded) and core mission (crisis intervention).
• South African Federation for Mental Health: National umbrella body for mental health NGOs in South Africa, including advocacy, education, and community-based mental health support. Comparable as a peer nonprofit serving the same South African mental health population.
• 988 Suicide & Crisis Lifeline (US): US national 24/7 suicide and crisis helpline network. Directly comparable as a national toll-free crisis intervention service with multiple specialised lines, similar in scope and funding model to SADAG's helpline portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TheSADAG
• Facebookfacebook.com/TheSADAG
• Instagraminstagram.com/sadag_official
• TikToktiktok.com/@sadag_official
• LinkedInlinkedin.com/company/the-south-african-depression-and-anxiety-group-rf-

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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 SADAG