Virtua to Implement Program to Prevent Abusive Head Trauma in Infants

Virtua is partnering with Prevent Child Abuse NJ to implement “The Period of P.U.R.P.L.E. Crying” program, an initiative designed to inform and educate new parents about the long stretches of crying they may experience with their infants each day during the first six months of life. The program will begin on December 5 at Virtua Memorial Hospital in Mt. Holly and also at Virtua Voorhees Hospital.

The goal of The Period of P.U.R.P.L.E. Crying program is to reduce incidents of shaken baby syndrome resulting in emergency room visits, or death, in newborns.  The acronym P.U.R.P.L.E. stands for: Peaks of Crying, Unexpected, Resists Soothing, Pain-like Face, Long Lasting, Evening.

Patients identified for this program include:

  • All newborn parents, who will be required to watch an educational video about the topic and will receive a discharge kit with a DVD and other information to help get them through the first six months of their baby’s life.

  • A mom/parent who comes through the ER with an infant, six months or younger, that a nurse feels needs a refresher course.

  • A mom/parent who comes through the ER with an infant, six months or younger, who has never heard of the program.

  • A mom/parent who comes into a Virtua pediatric office with an infant, six months or younger, who has not heard of the program or who the nurse feels would benefit from a refresher course.
While currently available in 13 hospitals throughout New Jersey, Virtua Voorhees and Virtua Memorial will be the first hospitals in the southern New Jersey area to offer this program.

Parents and caregivers who would like more information about the program should call 1-888-VIRTUA-3 (1-888-847-8823).