RALEIGH -- A new $7 million education project in North Carolina is trying to reduce the number of deaths and traumatic injuries that can occur when frustrated caregivers shake crying babies.

Jennipher Dickens, 23, knows just how damaging shaking a baby can be. Her son, Chistopher, was just seven weeks old when he was shaken by a family member.

"I can't even begin to express how horrible it is to see your tiny baby, immobile [and] unconscious," she told a group of doctors, researchers, and reporters, "all the while knowing he was put there by someone you loved and trusted with his care."

The shaken baby prevention project announced Tuesday will be available in 90 hospitals statewide to provide videos, booklets and other information to parents and baby sitters.

Dickens spoke during the announcement.

"I agreed to speak here today because I really want to attempt to help other families avoid feeling the pain that my family has," she explained.

Her son survived and is now 17 months old. She said he is a happy baby, but one who has suffered irreversible brain damage.

She hopes North Carolina's new prevention program will keep what happened to her son from happening to others.

"Shaken Baby Syndrome destroys lives. As if the innocent baby's life isn't enough, it also wrecks homes, destroys families and causes a lifetime of pain and suffering," Dickens added.

Hospitals and health care providers will use the program to educate parents about how to respond to infant crying and raise awareness.

They said shaking an infant can lead to brain trauma, long-term health problems such as mental retardation or blindness, and even death.

University of North Carolina Medical School Professor Dr. Desmond Runyan said a recent survey found that about 40 children under age 2 are admitted to a hospital intensive care unit each year after being shaken. About 10 of those children die, while most others suffer serious injuries.

"If you walk away from a baby, they're safer then if you shake them," said Runyan. "So, that's the bottomline message we're going to give."

The Period of PURPLE Crying is designed to change the knowledge and behavior of parents, and provide health care providers with the skills and materials to simply and effectively educate parents about infant crying, thus reducing frustration and stress that leads to shaking and infant abuse.

The letters in PURPLE stand for:
Source: dontshake.com

P - Peak of Crying - Crying peaks during the second month, decreasing after that;

U - Unexpected - Crying comes and goes unexpectedly, for no apparent reason;

R - Resists Soothing - Crying continues despite all soothing efforts by caregivers;

P - Pain-like Face - Infants look like they are in pain, even when they are not;

L - Long Lasting - Crying can go on for 30-40 minutes, and longer;

E - Evening Crying - Crying occurs more in the late afternoon and evening.