PRESS RELEASE


News Release
Embargoed until April 22, 2013
Contact: Ryan Steinbeigle
(801) 447-9360 ext.112
rsteinbeigle@dontshake.org

Jurisdictions throughout North America Come Together to Prevent Shaken Baby Syndrome/Abusive Head Trauma

International Campaign Aims to Collect Newborn Baby Caps to Spread Awareness about Normal Infant Crying and the Dangers of Shaking an Infant

SALT LAKE CITY, UT – April 22, 2013 – Every year, thousands of infants are shaken and abused at the hands of a frustrated parent or caregiver. Frustration with a crying infant is the number one trigger for the shaking and abuse of infants. In an effort to educate parents and caregivers about normal infant crying and reduce frustration, the National Center on Shaken Baby Syndrome (NCSBS) is partnering with knitters and crocheters throughout North America to make purple-colored baby caps.

Now in its third year, CLICK for Babies: Period of PURPLE Crying Caps is organized in 13 States, 4 Canadian Provinces and 1 U.S. Military Installation with the intent of collecting tens of thousands of knitted or crocheted purple colored baby caps. Knitters and crocheters are being recruited by organizers to make the purple caps and to become ambassadors of the Period of PURPLE Crying program and educate parents, caregivers and others in the community about normal infant crying, ways to cope with crying and the dangers of reacting in frustration by shaking or abusing an infant. The campaign will launch in the third week of April as part of Shaken Baby Syndrome Awareness week during Child Abuse Prevention Month.

"There is a common misconception in society that an infant who cries excessively must have something wrong with them," says Ryan Steinbeigle, Co-Director of the national CLICK for Babies campaign. "However, all babies go through a period of increased crying in the first few months of life. Some infants cry more than others, but that doesn’t necessarily mean something is wrong."

The National Center on Shaken Baby Syndrome hopes that by partnering with knitter and crocheters to make purple-colored baby caps that perceptions about what is normal infant crying will begin to change and frustrated parents and caregivers will recognize that this crying is part of a normal developmental phase that doesn’t go on forever. It will end!

"The CLICK for Babies campaign has been so much fun," says Denise Easley, RN, St. Luke’s Hospital in Cedar Rapids, Iowa. "The response from the community has been overwhelming and it is amazing to see so many people come together to spread awareness of the Period of PURPLE Crying."

Organizers expect to collect nearly 100,000 knitted or crocheted purple caps for the 2013 campaign. Caps will be collected through the end of September and distributed to babies in November and December. Knitters and crocheters are invited to send their caps to organizers in their area or directly to the National Center on Shaken Baby Syndrome.

More information about the CLICK for Babies campaign, including patterns for caps, guidelines and details about the national campaign are available at www.CLICKforBabies.org.

###

The Period of PURPLE Crying, developed by the National Center on Shaken Baby Syndrome a 501(c)3 non-profit organization that works nationally to prevent the shaking and abuse of infants, is an evidence based infant abuse prevention program that has been implemented in over 1,000 hospitals, public health offices and home visiting program across North America to create awareness about normal infant crying and the dangers of shaking. To learn more about the Period of PURPLE Crying visit www.purplecrying.info.