posted Sunday, December 13, 2009 |
One of the things I love about the Italian language, other than it's phonetic beauty, is that it can express thought and emotion very simply and very precisely. Here is an example of a display I saw on a recent trip in Catania, Sicily. It is for the Italian Alzheimer's Association of Italy (A.I.M.A). Looking at the picture below:
MALATTIA is the Italian word for disease.
ONLUS stands for: Organizzazione Non Lucrativa di Utilita' Sociale. In other words, the purpose of their organization is not for "lucrative" intentions (Non Lucrativa), but instead for "social good" (Utilita' Sociale). Similar to a non-profit organization. Let's now look at the slogan:
When I saw this slogan, I immediately loved it for it's simplicity and precision - it goes right to the heart of what the Italian Alzheimer's Association is about:
THOSE WHO FORGET
Chances are, you probably know of someone that is affected by this disease, or perhaps passed away from this disease. Let's keep them in our thoughts and prayers this holiday season, and pray that one day scientists will be able to discover a cure for this awful disease.