About Us - Pinion Project

Research—Reframe—Restore

The Pinion Project affirms the inherent dignity of every person. From this conviction, we are committed to identifying, understanding, and addressing the conditions that give rise to vulnerability, exploitation, and abuse. We stand for the right of men, women, and children to live toward their fullest potential—free from harm, coercion, and intimidation.

Our work is grounded in the recognition that exploitation does not occur in isolation. It is sustained by cultural narratives, economic pressures, power asymmetries, and permission-giving beliefs that render certain lives invisible or expendable. For this reason, our focus extends beyond individual acts of abuse to the broader social and structural drivers that erode human dignity.

Priority Concerns

Our priority attention includes opposing practices and systems that undermine human dignity, particularly:
Sexual exploitation and trafficking of adults and children.

The sexualization and commodification of children
Pornography and its formative harm to individuals, relationships, and society
Prostitution and commercial sexual exploitation
Gender-based violence and violence against women
Sexually oriented industries that profit from coercion, vulnerability, and objectification
Sexual coercion, abuse of power, and violations of consent

Our Approach

As the threat of sexual exploitation escalates, the Pinion Project seeks to shed light on the social, cultural, and structural dynamics that fuel vulnerability and demand. Our work aims to inform and equip communities by engaging parents, guardians, educators, faith leaders, and civil society in strengthening protective environments for children and families.

We contribute to the global movement working to understand the interconnected nature of vulnerability and exploitation, with a particular focus on reframing the public conversation in South Africa. This includes engaging cultural assumptions and practices that normalise harm or obscure accountability.

We do this through:
• Research and data gathering, including surveys and relational fieldwork, to identify existing and emerging vulnerabilities within communities and social contexts
• Networking and collaboration with stakeholders to provide actionable insights and evidence-based recommendations
• Thought leadership and public engagement through social media, our blog, and documentary work, supporting grassroots initiatives to scale and deepen their impact
• Consultation and support, offering guidance and connection for individuals or communities in need of help or protection

Partnerships

The Pinion Project is a network partner with the National Freedom Network (NFN), a collaborative of organisations across South Africa working against human trafficking. We are also listed on the Global Modern Slavery Directory (GMSD).

Leadership

Carol and Dieter Lubbe are the founding directors of the Pinion Project. Married for over 32 years, they bring a shared background in missions, education, broadcast television, and research. Together, they are committed to serving the global movement seeking to understand and expose the links between vulnerability, exploitation, and the erosion of human dignity.