Commend Hospital on Educating New Parents


Target: Martha Smith, Kapiolani Medical Center Chief Operating Officer

Goal: Commend hospital on educational DVD for new parents

A Hawaii hospital, Kapiolani Medical Center, has recently initiated a new policy in which all new parents are sent home with an educational DVD – called The PURPLE Period -aimed at helping new parents care for their infants. The PURPLE Period refers to the first five months of a baby’s life. It is often the most stressful and overwhelming time for parents.

PURPLE stands for Peak of Crying, Unexpected, Resists Soothing, Pain-like Face, Long Lasting, and Evening. “Peak of Crying” means that babies tend to cry more each week, most often in the second month, and less in the third through fifth months. “Unexpected” means that crying can occur with or without reason at any and all times. “Resists Soothing” means that no matter what a parent does, a baby may not be able to be placated. “Pain-like Face” means that a baby may look to be in pain even if not. “Long Lasting” means that crying can last five or more hours per day. “Evening” means that a baby may cry more often during the late afternoon and evenings.

Kapiolani Medical Center decided to send this DVD home with new parents after recognizing that many parents are not aware of the reasons why babies cry. New mother Kelly Holden explains how she felt when her son cried by saying, “I would get so frustrated…He’d be crying and screaming…You’re rocking him and you don’t know why they’re crying and you’re like why isn’t this working? Why isn’t he calming down?”

This reaction is common. Nurse Educator Lisa Dau explains, “any mom who’s had a baby can identify it was stressful having a crying baby and thinking what am I doing wrong and what’s wrong with my baby? The message is all babies cry worldwide.”

Along with the DVD, the hospital gives parents a ten-page program booklet and offers guidance from nurses. All of the hospital’s parenting classes incorporate the program. Kapiolani Medical Center hopes that by giving new parents this DVD, there will be less shaken baby incidents. The DVD, in addition to explaining what to expect, educates parents on what they can do to soothe their baby as well as how they can manage their own emotions and stress.

By sending new parents home with the PURPLE Period program DVD and booklet, Kapiolani Medical Center demonstrates its commitment to educating parents and helping them get through some of the most stressful months during a newborn’s life. By signing the petition below, you will commend this commitment.


Dear Martha Smith,

The PURPLE Period program is extremely useful for new parents. It educates them on what to expect during the first five months of a newborn’s life and teaches them strategies on how to soothe their baby and manage their own stress. This program lets parents know that babies need to cry, sometimes for no specific reason.

By gifting new parents this program DVD and booklet, Kapiolani Medical Center demonstrates its commitment to assisting new parents adjust to having a newborn. By giving parents these materials, the hospital also shows a dedication to preventing infant injuries due to shaking. Commend Kapiolani Medical Center on its efforts.


[Your Name Here]

Photo credit: Melimama via Wikimedia Commons

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  1. Frances Kakazu says:

    What a wonderful service

  2. Frances Kakazu says:

    What a wonderful service for new parents, especially those without support from family. Caring for a newborn can be scary. Reading books can be helpful but a video is so much better. Congratulations Kapiolani.

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