The PURPLE program is designed to help parents of new babies understand a developmental stage that is not widely known. It provides education on the normal crying curve and the dangers of shaking a baby.

Additionally the program tries to create a cultural change in how parents, caregivers, and everyone in the community understand the normalcy of this early infant crying and the dangers of reacting to an infant's crying in frustration. The program is based on 25 years of scientific research on infant crying, the connection between the crying curve and the incidence of SBS. It has undergone extensive evaluation with randomized controlled trials with 4400 participants and 32 parent focus groups. Therefore, in order to achieve consistent results, the program is delivered using a very specific protocol.

The program materials, which include a 10 minute DVD and an 11 page booklet, (1) are educational and attractive to parents of newborns on the first day of life; (2) contain clear, memorable, meaningful, attractive, positive messages; (3) are written at a third grade reading level; (4) are intended to be multicultural both through translation and the visuals; (5) are designed to be acceptable to public health nurses (i.e. no bottles, blankets, bumper pads, etc.); (6) are provided free of charge (cost of the program is covered by the organization delivering the program) to parent to have a copy, so that they can review it when needed and share the materials with others who may care for their child. 

The PURPLE program has been translated into twelve languages (listed below). This is done to make sure that regardless of the parent's cultural background they receive the materials in their native language.

The Period of PURPLE Crying is currently available in:

• English
• Spanish
• French
• Japanese
• Korean
• Portugese
• Cantonese
• Punjabi
• Vietnamese
• Somali
• Closed Caption

The PURPLE program is delivered to parents and caregivers usually by health professionals who are trained to deliver the program and answer the parents’ questions. This is done to ensure everyone receives the same information.

During the process of testing the program we held a year of focus groups with parents from various incomes and races and cultural backgrounds. We learned a lot from these parents that was incorporated into the program. It was very revealing to find out that all parents, from all cultures understood what the Period of PURPLE Crying was referring to and had experiences with high crying babies.

If you would like information about how to get the Period of PURPLE Crying in your community or birthing hospital please contact: Julie Price, National and International Prevention Program Manager 801-627-3399, jprice@dontshake.org