In North Carolina, the Center for Child & Family Health, University of North Carolina Injury Prevention Research Center, and the National Center on Shaken Baby Syndrome have partnered to paint North Carolina PURPLE! Eighty-six hospitals and one birthing center are providing the Period of PURPLE Crying program to an estimated 95% of the approximately 130,000 infants born in the state each year. The PURPLE message is being reinforced through more than 400 pediatrician and family medicine offices and the medical services of 49 health departments representing more than 1000 doctors. Sixteen health departments and 75 community agencies are reinforcing the PURPLE message through services such as home visiting, parenting classes, and WIC. A media campaign has been in effect since January, 2010, and has included: a proclamation by Governor Bev Perdue designating "Period of PURPLE Crying Day"; "Period of PURPLE Crying Night" with the Carolina Hurricanes hockey team; several hundred purple baby caps distributed during the Week of the Young Child, and a "Voices of PURPLE" photo competition in conjunction with Carolina Parent magazine. The goal of the North Carolina project is to reduce the incidence of Abusive Head Trauma (AHT) by 50%. Evaluation of the project is being conducted by UNC Injury Prevention Research Center. The evaluation plan utilizes multiple strategies including active surveillance in all of the Pediatric Critical Care Units in the state to measure the incidence of AHT; surveys of staff, parents and caregivers to assess program reach and effectiveness; and an economic analysis of program costs and benefits.