It’s rare for an established charitable organization to rebrand itself after a quarter-century. But the New York charity Tuesday’s Children, founded in 2001, is changing its name to better reflect its mission to not only serve children, but adults and Gold Star Families still impacted by the September 11, 2001, terrorist attacks.
“For more than two decades, we’ve stood with the 9/11 community through grief, healing, and hope,” Tuesday’s Promise CEO and U.S. Army Veteran Becky Rossman said in a statement to Military.com. “Our new name, Tuesday’s Promise, reflects both where we began and where we’re going. It honors the thousands of children and families whose lives were forever changed by 9/11, while affirming the promise we’ve made to continue walking alongside them, and those who experience profound loss in service to our nation.”
The name Tuesday’s Promise is intentional, Rossman explained, adding that as the greater 9/11 community’s needs have evolved over time, so has the organization’s promise to all who were impacted on September 11th.
Founded in the aftermath of the terrorist attacks, the organization’s support list includes individuals who lost a family member, those who served as first responders, construction workers or recovery personnel at a 9/11 site, as well as Gold Star Families or those who lost a loved one due to post-9/11 military service.
Along with the name, the organization’s logo has also changed to include a symbolic gold star.
“Our new visual identity offers hope in the form of a star, designed to be rooted in the past, yet moving forward,” according to the organization’s media release. “Our core values are reflected in a renewed color palette: Harbor Blue, Promise Gold, Resilience Orange, Memorial Stone, Renewal Green, and Tribute Blue.”
Support for Victims, Survivors of September 11th Attacks
According to the 9/11 Memorial and Museum, the September 11 attacks were the deadliest terrorist attacks in human history, causing the deaths of 2,996 people, including 19 hijackers who committed murder–suicide, and 2,977 victims. Thousands more were injured, with many suffering long-term health effects.
New York City took the brunt of the death toll when the Twin Towers of the World Trade Center collapsed after two hijacked planes slammed into the skyscrapers in Lower Manhattan. Additionally, there were 55 military personnel who died at the Pentagon in Arlington, Va., which was also hit, and 44 people, including two hijackers, also died when United Airlines Flight 93 crashed into a field in Shanksville, Pa.
“Tuesday’s Promise isn’t simply a new name; it’s a renewed commitment to the families who have sacrificed so much since Tuesday, September 11, 2001,” Rossman said. “While not everyone’s loss occurred on Tuesday, September 11th, 2001, every person we serve has been impacted by a loss, illness, or experience that traces back to that day in some way.”
Evolution of Support Drove Organization Rebrand
In the 25 years since the attacks, a lot has changed. Children of 9/11 victims are now adults, many surviving spouses of the deceased have bravely moved forward but are still heartbroken, and thousands of survivors themselves have developed 9/11 related illnesses or have sadly passed away.
The attacks also spawned a band of Gold Star Families, whose loved ones were tragically lost due to post-9/11 military service.
Tuesday’s Children changing its name to Tuesday’s Promise reflects its varied support for all of these groups.
“Aiming to reduce isolation and promote post-traumatic growth, Tuesday’s Promise family members have access to programs as resources offered by the organization and guidance and connection to resources in our partner network,” reads the organization’s online mission statement. “As the organization has grown and changed over the years, we have refined our programs and services and expanded our service population to meet the needs of our families as they move through different ages and stages of life and grief.”
According to its website, just last year, the former Tuesday’s Children held 17 in-person events and programs in eight states, and paired 50 youth who lost a parent in military service with adult mentors. Also, the organization awarded $27,000 in scholarships, and packed and delivered 100 care kits to first responders in 2025 alone.
“While our name is changing, our vision remains the same,” reads Tuesday’s Promise mission statement. “A future where those affected by traumatic loss have the care, connection, and support they need to grow forward with resilience at every stage of life.”
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