Components of the Program

Author: Ronald G. Barr, MDCM, FRCP(C)

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 30 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 Period of PURPLE Crying is designed and approved by pediatricians, public health nurses, child development experts and parents. The program materials are:

The program materials include either:

Booklet + DVD

  • Available in 11 languages
  • Full color 10-page booklet
  • Parent Reminder Card
  • DVD including:
  • 10-minute PURPLE Crying Video
  • 17 minute Crying, Soothing, Coping: Doing What Comes Naturally Video

Booklet + Web and Mobile Application

  • Available in English, Spanish and French
  • Full color 10-page booklet
  • Parent Reminder Card
  • Web and mobile application including:
  • 10-minute PURPLE Crying Video
  • 17 minute Crying, Soothing, Coping: Doing What Comes Naturally Video
  • 10-page e-booklet

The PURPLE program has been translated into eleven languages (listed below) and includes closed captioning for the hearing impaired. This is done to make sure that regardless of the parent's cultural background they receive the materials in their native language.

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The Period of PURPLE Crying is currently available in:

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 many focus groups over the course of a year 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:

PURPLE Team
801-447-9360 option 1
PURPLE@dontshake.org