When Babies Cry: think PURPLE

In 2009,  Children's Hospital here in British Columbia,  initiated a province-wide project called "The Period of PURPLE Crying Prevention Program ". 

Research suggests that "colic" is a normal developmental stage rather than a medical condition.  The booklet and DVD distributed explains babies crying in a simple and easy way   - and suggests practical  ways to control parental frustration and anger- that is helpful for parents.



Nurses played an integral role in the distribution process.

Process & Stats:

First "dose"-  Over 90% of new parents in all the hospitals across B.C. are receiving the program materials on each maternity unit.

Second "dose"- Over 93% of Public Health nurses discuss the five talking points with the parents.

- Approximately 80% of the time nurses encourage parents to share PURPLE crying materials with the baby's temporary caretakers.

-80% of fathers are present when PURPLE materials are presented on the maternity unit.
-In addition to listening to presentation by nurses, 75% of parents watch/read the materials given to them.

The results have been astounding.



Outcome measures:
-Statistics show that Shaken Baby Syndrome (SBS) usually happens in the first 6 months of a baby's life,  therefore it is expected that the program will have an effect on those babies 6 months and younger.

-In 2010 there were no definite cases of SBS in infants under 6 months of age.  This was down from 6 cases in the previous year.

- In 2010 there were 3 cases of possible to definite cases of physical abuse in infants under 6 months of age.  This is down from 18 in the previous year.

- For infants age 0-6 months of age there was a 31% reduction of hospital visits at Children's Hospital's Emergency Department for colic and crying unrelated to disease or injury.

In 3 studies to date in the USA - cases of SBS have doubled during the recession.  Here is a map of those provinces or states that have implemented the program. The US Military has partnered with NSBS (National SBS) to develop materials specifically for their troops.  

Take a look at the map.  If your state/province isn't one of them, the best thing you can do for babies is lobby to implement it.  It's a great tool for parents.

Children's Hospital sent out a thank-you letter to all those Nurses involved, which included us:

"These are preliminary outcomes. More years of evaluation are necessary. However, these outcomes are a tremendous credit to the nurses of British Columbia. We all have a tremendous amount of work ahead of us to make these initial encouraging results permanent. Thank you NURSES of B.C. We so appreciate your excellent work and commitment. Please keep up the great work." signed by Marilyn Barr (director of the SBS BC program) and Dr Ronald G.Barr (head of Developmental Neurosciences & Child Health)

Wow.  The letter almost made me cry.  Amazing what health education can do and how we as nurses can make a huge difference in the community.


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