Each winter, Northern Health (NH) works to strengthen regional awareness about the Period of PURPLE Crying® Program, which helps parents and caregivers understand normal infant crying and how to cope safely. This year’s purple cap winter campaign highlights a familiar idea: it takes a village to raise a child — and in Northern BC, that village shows up in every community.
Why PURPLE? Understanding infant crying
Purple caps are a reminder of what infant crying can look like in the first months of life. The Period of PURPLE Crying® Program reinforces the message that some infants cry intensely — sometimes for hours. The acronym PURPLE stands for:
- Peak of crying: Starts around two weeks of age and peaks in the second month
- Unexpected: Crying can start and stop without a clear reason
- Resists soothing: Even when parents and caregivers try everything, babies may continue crying
- Pain-like face: Babies may look like they’re in pain even when they’re not
- Long lasting: Crying can last for long stretches, sometimes several hours a day
- Evening: Many babies cry more in the late afternoon and evening
From January 1 to February 28, families with newborns and two-month-old infants receive a purple cap and information about normal crying patterns, soothing strategies, and safe ways to cope. It's normal to feel frustrated — taking a short safe break can help. If you're feeling overwhelmed, put your baby in a safe place (ex. crib) and step away for a few minutes to calm yourself. Remember: never shake or harm a baby.
A community wrapped around families
Teams and volunteers from across the North — including knitters and crocheters, hospital auxiliaries, NH laundry services, maternity units, primary and community care teams, Population and Public Health, and Volunteer Resources — all worked together to bring this year’s purple cap winter campaign to life.
Nancy Shelford, Regional Manager, Volunteer Resources, shared, “Some people may bake a casserole for a postpartum family. You can also help by sending them a warm hug in the form of a wool cap. This is a way to say 'we’re here, and our community is cheering you on'.”
This Northern spirit was felt deeply by the NH laundry team as they prepared the caps for distribution. Crystal Hall, Supervisor for Environmental Services and Laundry
shared, “The baby caps are all clean and ready to be sent back to you. Looking at all the little caps sure brought joy to our laundry room — and gave some of us baby fever!”
Community support shows up in many places. Heather Derksen, a teacher and hockey mom, has been crocheting purple caps at the local arena — a snapshot of how this campaign touches families across the North.
The North in action
Local volunteers have donated over 220 handmade caps so far, and our provincial partner Prevent Shaken Baby Syndrome BC provided more than 1,300. Volunteers and staff gathered for a community work bee in Prince George to sort and package the caps.
Kacie, a volunteer, shared how meaningful the work felt. "I could picture who would receive the information. Helping parents recognize the warning signs can be life-changing.”
Community member and nurse Sarah Brown knitted her first purple cap during a fall retreat with friends. Conversations naturally turned to the campaign and the importance of supporting new parents. By the end of the weekend, she had finished her cap and inspired a few other knitters to join the effort. This is another example reflecting how this campaign is rippling through Northern communities.
More than a cap: A message of care
The winter campaign raises awareness beyond just new parents. Extended family members, neighbours, and others in the community can play a role in supporting new parents. Engaging the broader community helps open conversations about infant crying keeping infants safe.
Each purple cap represents a network of hands and hearts dedicated to keeping babies safe and supporting families. It’s a gentle reminder that:
- Babies cry, sometimes a lot!
- Crying is a normal part of early development.
- Parents and caregivers are not alone.
- It’s okay to ask for help.
- Safe coping strategies matter.
- Never shake or harm a baby.
Thank you for supporting Northern families
NH is grateful to every volunteer, partner, and staff member, who made this year's purple cap winter campaign possible. Your support helps new parents feel informed, supported, and connected, during one of the most challenging periods of early parenting. Thank you for being part of the village that surrounds Northern families with care and kindness.
If you’ve taken part in this campaign and want to share what it means to you, we’d love to hear your story.
To learn more or get involved, visit dontshake.ca or contact HealthyStart@northernhealth.ca.
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