It’s ICON Week
This week is ICON Week, so each day we will take a closer look at what ICON means, why it matters, and how it can support parents and protect babies. Today we begin by exploring ICON in general before diving into each step throughout the week.
A personal note from me
When I was a student midwife in Hungary we studied a wide range of topics, but I had never heard of ICON. It was not something that was covered in my training at all. When I moved to the UK and started practicing here it was a real shock to learn about ICON and the heartbreaking reason why such a programme exists.
I learnt from my colleagues that during Covid this issue became even more urgent. Parents were isolated, routines were disrupted, and many families were left to cope without the usual support of friends, family, or community groups. Stress levels were high and sadly this increased the risk of shaken baby syndrome. ICON’s work became even more important because it gave parents the reassurance and tools they needed when life felt overwhelming.
What is ICON
ICON is a simple but powerful programme. It stands for:
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- Infant crying is normal
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- Comforting methods can help
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- It is OK to walk away
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- Never shake a baby
These four steps save lives. According to ICON, crying usually starts to increase from around two weeks of age, peaks at six to eight weeks, and gradually reduces by four to five months. Knowing this curve helps parents prepare mentally for the fact that crying is part of development and not a reflection of their parenting.
What I love most about ICON is that it takes the pressure off parents. It acknowledges that crying is hard, that frustration is real, and that parents need support as much as babies do. It is about breaking the silence and saying out loud what so many new parents feel but are afraid to admit.
ICON is supported by the NHS and many professional bodies. The programme is delivered by midwives, health visitors, and other healthcare professionals during routine appointments so that parents hear the message repeatedly and at key times. Repetition matters because when you are tired and overwhelmed you need reminders more than once.
If you are a parent, carer, or professional supporting families, ICON is there for you.
Babies cry, you can cope.
ICON Week 2025: Helping Parents Stay Calm When Babies Cry
This September organisations across the country will come together to support parents and carers during ICON Week 2025 (22–26 September).
The national campaign shares the important message: “Babies cry, you can cope!” Crying is a normal part of every baby’s development. For many parents, it can feel overwhelming especially when combined with the pressures of everyday life. ICON Week helps families understand why babies cry, offers practical coping strategies, and highlights the importance of looking after your own mental health.
The ICON message is simple:
- I – Infant crying is normal and will stop
- C – Comfort methods can sometimes soothe your baby
- O – It is OK to walk away for a few minutes if your baby is safe and the crying feels too much
- N – Never shake or hurt a baby
This year’s theme is about mental health and staying calm. And that applies to everyone – mums, dads, and carers. For men in particular, talking about stress and finding ways to calm down before handling a crying baby can be a big challenge. ICON encourages both men and women to reach out for support, talk to someone they trust, and take breaks when needed.
Coping tips that can help:
- Create a calm space – turn off screens, lower the lights, and reduce noise. This can help both you and your baby feel more settled.
- Plan ahead with the ICON Crying Plan. In the heat of the moment, being told to “calm down” is not always helpful. The Crying Plan helps you think in advance about what works for you, whether that is stepping outside for a breath of fresh air, calling a friend, or listening to music. Having a plan makes it easier to cope when the crying feels too much.
Dr Suzanne Smith, nurse, health visitor and founder of ICON, said: “Crying can push any parent to the edge, and it affects men just as much as women. ICON Week is about reassuring families that crying is normal, encouraging parents to care for their own mental health, and showing that support is always available. Taking steps to stay calm – whether that is using the Crying Plan, reducing stimulation, or reaching out for help – can make all the difference.”
Download the Crying Plan and find more advice at www.iconcope.org/iconweek2025
Official ICON Week 2025 Letter – www.iconcope.org
Coming up Tomorrow
Tomorrow I will share the “I” in ICON, and explore why infant crying is completely normal and what it means for your baby.
Baby manuals don’t exist… but this comes close.
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