“Babies cry, you can cope!” This September, NHS services, local authorities, charities and healthcare organisations across the country will join together once again to share important messages with parents and carers during ICON Week 2025 (22–26 September).
Now in its fourth year, ICON Week will focus on mental health and staying calm. The campaign reminds parents that infant crying is normal, provides practical coping strategies, and raises awareness of the dangers of shaking a baby – an action that can cause Abusive Head Trauma (AHT), leading to devastating brain injuries, disability, or even death.
The ICON programme is built around a simple, evidence-based message:
I Infant crying is normal and will stop
C Comfort methods can sometimes soothe the baby
O It’s OK to walk away for a few minutes if the baby is safe and the crying feels
overwhelming
N Never shake or hurt a baby
This year, ICON Week is also highlighting that coping with crying is an issue for both men and women. For some men, finding someone to talk to and calming down before handling a baby can be an even bigger challenge.
ICON encourages all parents to recognise the importance of asking for help and planning ahead for those difficult moments. One simple coping strategy is to cut down on stimulation – turning off screens, dimming lights, and creating a calm environment for both parent and baby. Families are also being urged to use the ICON Crying Plan: a practical tool to remind parents of what helps them personally to stay calm when stress levels rise.
Attica Wheeler Director of Midwifery within Women and Children’s services for NHS Ayrshire & Arran, supports the roll out of ICON saying, “Becoming a parent is a life-changing journey, and it’s completely normal to feel overwhelmed at times, especially when coping with a crying baby.
“As a health board, we are fully committed to supporting families through these early days with compassion, practical advice, and reassurance. ICON week is a vital reminder that no parent is alone. By promoting understanding, encouraging self-care, and offering accessible support, we aim to empower parents to feel confident, calm, and connected as they navigate the challenges of early parenthood.”
Founder of ICON, nurse, and health visitor Dr Suzanne Smith said: “Persistent crying can be extremely stressful for any parent. People often say, ‘just calm down’, but in the moment that’s not easy.
“The ICON Crying Plan helps parents think ahead about what works for them – whether that’s stepping outside for fresh air, calling a friend, or taking a few deep breaths – so that when the crying gets overwhelming, they have a strategy ready.
“No parent is alone in this. Support is available through midwives, health visitors, GPs and online resources. Reaching out for help is a positive step for both parents and babies.”
For more information and to download a crying plan template, visit www.iconcope.org/iconweek2025