“Babies cry, you can cope!”
22–26 September 2025
This September, NHS services, local authorities, charities and healthcare organisations across the country will join together once again to share vital messages with parents and carers during ICON Week 2025.
ICON is a powerful, evidence-based programme supporting anyone who cares for babies to cope with crying and prevent Abusive Head Trauma (AHT) a serious injury that can lead to devastating brain damage, disability, or even death.
🧠 Hertfordshire Spotlight: Emotional Regulation
In Hertfordshire and West Essex, where ICON has been actively rolled out since 2023, this year’s focus during ICON Week is on emotional regulation recognising overwhelm and calming yourself before responding to a crying baby. The campaign reminds parents that infant crying is normal, provides practical coping strategies, and encourages self-care and support-seeking.
Local organisations will be sharing resources, advice, and support throughout the week to help families feel more confident and prepared when dealing with infant crying. Professionals will also be learning more about trauma-informed care and emotional regulation through a series of expert-led sessions hosted by system partners.
The ICON 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 a challenge for both men and women. For some men, finding someone to talk to and calming down before handling a baby can be especially difficult. ICON encourages all parents to plan ahead and reach out for support.
Coping Strategies That Help
- Reduce stimulation – Turn off screens, dim the lights, and create a calm space for both parent and baby.
- Use the ICON Crying Plan – A practical tool to help parents think ahead about what works for them—whether it’s stepping outside, calling a friend, or taking a few deep breaths.
Dr Suzanne Smith, nurse, health visitor and founder of ICON, 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—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