ICON

When babies cry it can be stressful and overwhelming. ICON is an evidenced based, multi-agency programme that delivers key messages at different 'touch points' messages can be combined with conversations around safer sleep whilst reinforcing the following:

I is for Infant Crying is Normal and it will stop! C is for Comforting methods can sometimes soothe the baby. O is for It’s Ok to walk away for a few minutes N is for Never, ever shake a baby

Abusive Head Trauma (AHT) – also known as ‘Shaken Baby Syndrome’ – causes catastrophic brain injuries, which can lead to death, or significant long term health and learning disabilities.  AHT is not restricted to specific socio-economic groups – it can occur in any environment, when a parent or carer is on the edge due to infant crying.

Resources, including leaflets, posters and video clips can be shared with parents and carers at any contact had with midwives, health visitors, GPs, social workers, and any other professionals working with families.

You can find the ICON Toolkit here.

ICON Week 2026: Supporting Parents, Protecting Babies

When a baby’s crying becomes overwhelming, a few moments can make all the difference. That’s the message at the heart of ICON Week 2026, a national campaign helping parents and carers cope with infant crying and keep babies safe.

The ICON programme is built around a simple message: Babies cry, you can cope. While crying is a normal part of a baby’s development, it can sometimes feel stressful and exhausting. ICON provides practical advice and reassurance for families during these challenging moments.

This year’s ICON Week focuses on improving engagement with fathers and men and promoting consistency and quality in the delivery of the ICON programme. The campaign recognises the important role of fathers, partners and male carers, while encouraging health and care professionals to share best practice and deliver clear, consistent messages.

Dr Suzanne Smith, nurse, health visitor and founder of ICON, said: “Persistent infant crying can be stressful and exhausting for any parent or carer. ICON Week is about reassuring families that they are not alone and reminding them that support is available.”

The ICON message is simple:

I – Infant crying is normal and will stop
C – Comforting methods can help
O – It’s OK to walk away if the baby is safe and the crying feels overwhelming
N – Never, ever shake or hurt a baby 

Find out more and access resources at www.iconcope.org.