CLICK for Babies is a grassroots public education campaign organized by the National Center on Shaken Baby Syndrome (NCSBS) in partnership with hospitals, public health and child abuse prevention groups to create awareness of the leading trigger for infant abuse, frustration with infant crying.


The CLICK for Babies campaign (originally titled PURPLE Caps) began in 2010 as an initiative of the Period of PURPLE Crying program in North Carolina, and latter in British Columbia. In both North Carolina and British Columbia, volunteer knitters were invited to create purple-colored baby caps to distribute to newborns in-hospitals with the Period of PURPLE Crying program.

The response was overwhelming and unexpected! Nearly 10,000 donated caps were collected between the two sites in the first year. Even though each initiative intended to recruit knitters just within their jurisdiction, the campaign spread virally through social media, knitting and mommy blogs and word of mouth. Caps came from all across North America and conversations about the Period of PURPLE Crying and infant abuse spontaneously started taking place. The results were overwhelming. Thousands of people who previously were unexposed to the information learned about this very normal part of an infant’s development.

The huge success of the North Carolina and British Columbia campaigns led the NCSBS to expand the initiative on a North American level. Now in its third year, the CLICK for Babies campaign is made up of eighteen jurisdictions, including 13 U.S. states, 4 Canadian provinces and 1 U.S. military instillation. Since the beginning, 120,000 handmade PURPLE caps have been donated, and millions of people have been educated about the Period of PURPLE Crying.