Applied linguistic designs are too seldom acknowledged for being inspired by care and concern for the language needs of the vulnerable. Yet in them love and compassion, rather than self-interest and malice, are easily identifiable as motivations. Normatively, applied linguistic interventions aiming to alleviate pernicious language difficulties are carried out with diligence and care, with integrity and a genuine concern for the language improvement of others: as a professional duty to be undertaken with respect for humanity, and vigilance when the language rights of especially the voiceless are being threatened. Factual designs should embody the ethical convictions of applied linguists. [For the complete volume, "A Theory of Applied Linguistics: ?magining and Disclosing the Meaning of Design. Educational Linguistics. Volume 65," see ED672528.]