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UnityPoint Clinic Urgent Care - Sunnybrook

5885 Sunnybrook Drive
Sioux City, IA 51106

Current Estimated Wait:
3 hr 11 min


The Period of PURPLE Crying® program aims to educate parents and families about the normal, and possibly frustrating, period of time when babies cry more than usual. This usually occurs between 2 weeks of age and 3-4 months of age. Often this crying could be described as colic. 

The goal of the PURPLE Cry program is to reduce the incidence of Shaken Baby Syndrome, the most common form of child abuse in children under one year of age. 

The program's message is that this crying is normal and it's never okay to shake or harm an infant - no matter the amount of frustration you feel.

The Letters in PURPLE Stand for:

Peak of Crying:

Your baby may cry more each week. The most at 2 months, then less at 3-5 months.


Crying can come and go and you don't know why.

Resists Soothing:

Your baby may not stop crying no matter what you try.

Pain-Like Face:

A crying baby may look like they are in pain, even when they are not.

Long Lasting:

Crying can last as much as 5 hours a day, or more.


Your baby may cry more in the late afternoon and evening.

To learn more, visit

Families delivering at UnityPoint Health - St. Luke's receive education and a free take-home DVD on the Period of PUPRLE Crying to help educate the baby's caregivers and other family members.