Attorney General Headshot

Attorney General Marty Jackley

Attorney General Seal

An Introduction to “Period of Purple Crying” to Launch Child Abuse Prevention Month


FOR IMMEDIATE RELEASE :  Friday, March 29, 2013
CONTACT:  Sara Rabern (605)773-3215   

An Introduction to “Period of Purple Crying” to Launch Child Abuse Prevention Month

PIERRE, S.D.-  Attorney General Marty Jackley in recognition and support of Child Abuse Prevention Month would like to explain the importance of a new program that is being implemented across the State of South Dakota.  The Period of Purple Crying is a new way to help parents understand this time in their baby's life, which is a normal part of every infant's development. The Period of PURPLE Crying begins at about 2 weeks of age and continues until about 5-6 months of age. There are other common characteristics of this phase, which are better described by the acronym PURPLE. All babies go through this period. It is during this time that some babies can cry a lot and some far less, but they all go through it.
“Having a better understanding of this very common growth period for newborn infants will allow us to proactively work towards the prevention of shaken baby syndrome,” said Jackley. “A program such as this can prevent needless injury and death to the most innocent of victims.”

The program includes a 10 minute educational video and brochure that is given to all new parents and is required to be viewed prior to hospital discharge. This proactive approach teaches new parents about the normal infant crying and the dangers of shaking an infant.

 The following agencies and organizations have worked diligently to begin implementation of the program throughout the state:

Dose 1 Implementation
Child’s Voice /Sanford USD Medical Center
Avera McKennan Hospital & University Health Center
Avera Healthsystem Hospitals
Avera St. Mary’s Hospital – Pierre
Avera Sacred Heart Hospital – Yankton
Brookings Health System
Rapid City Regional Hospital
Sanford Vermillion Medical Center
Sanford Aberdeen Medical Center
Sanford Chamberlain Medical Center
Sanford Winner Regional Hospital 
South Dakota Chapter of the American Academy of Pediatrics

Dose 2 Implementation
CHILD at Sanford USD Medical Center
Child Advocacy Centers of South Dakota
Central SD Child Assessment Center
Children’s Home Society of South Dakota
South Dakota Department of Health
South Dakota Department of Social Services

Dose 3 Implementation
Central SD Child Assessment Center, Department of Avera St. Mary’s Hospital
South Dakota Voices for Children

Additional information about the Period of Purple Crying and Shaken Baby Syndrome can be found at the   National Center for Shaken Baby Syndrome website at

Help recognize Child Prevention Month by following the South Dakota Attorney General’s Office on Twitter @SDAttorneyGen for important facts and tips all month long.