We Die Twice: Why Saying Their Name Matters

By Amy Cotta, Blue Star USMC Mom | Founder, Memories of Honor

A Gold Star dad once told me something that’s never left me: "We die twice. The first death is when we take our last breath. The second and final death is the last time someone says our name."

That second death? That’s what we’re fighting to prevent.

Memories of Honor was born from that truth. We don’t hand out scholarships or build houses. What we offer is something less tangible, but just as vital: remembrance. 

We make sure their names are said. Their faces are seen. Their stories are shared.

Because in a world that scrolls fast and forgets even faster, we choose to remember—on purpose, out loud, and EVERY DAY.

We carry their names on our backs through 5Ks, rucks, marathons, music festivals, and muddy trails. We turn finish lines into memorials. 

We build walls covered in their photos, so people stop and see them—not as numbers, but as real people with families, favorite songs, bad dance moves, and dreams left undone.

We don’t just build memorials or host events—we get creative with how we remember. We collaborate with sports teams, artists, musicians, and brands nationwide to create bold, meaningful moments of honor. From stadium takeovers and on-stage tributes to race-day activations and custom gear, we meet people where they are—and bring remembrance with us.

Because honoring the fallen doesn’t have to look one way. It just has to mean something.

We do this because remembrance isn’t passive. It’s not just a moment of silence once a year. 

It’s action.

It’s presence. 

It’s saying, “I see you. I haven’t forgotten.”

The world doesn't just return to normal for the families left behind. Time doesn’t heal it all. There’s an empty chair at the table and a name that still echoes in their hearts long after the rest of the world moves on.

That’s where we come in.

We give the public ways to honor those who didn’t come home—and to show up for the families who carry their memory.

We create moments that heal. That connect. That remind us what sacrifice really looks like.

We’re not just here to honor the fallen. 

We’re here to help the living heal. 

We’re here to make sure they don’t die that second death.

So as we relaunch our blog, you’ll see big and quiet stories. You’ll meet families, volunteers, partners, and strangers-turned-friends. And you’ll see how just saying a name can change everything.

This is how we carry them forward. 

This is how we remember. 

This is how they live on.

Thanks for being part of it.

About the Author

Amy Cotta is a Blue Star USMC Mom, military family advocate, and the founder of Memories of Honor—a national nonprofit that transforms everyday moments into powerful acts of remembrance. She’s passionate about honoring our fallen heroes, supporting their families, and sharing stories that heal. Whether she’s organizing a 5K, building a tribute wall, or writing words that move the soul, Amy shows up with heart, hustle, and a mission that never quits.