The national campaign aims to ensure every family understands that crying is a normal part of a baby's development and knows where to turn for support if they feel overwhelmed. In Walsall, local health, family support and council services are working together to promote consistent messages, practical coping strategies and support for families from pregnancy through to the early years.

This year's ICON Week has a particular focus on fathers, partners and male carers, recognising the important role they play in caring for babies and supporting family wellbeing. The campaign also encourages services to work together so families receive the same advice and support wherever they access care.

Health visitors, family hubs, maternity services and partners are using ICON Week to help ensure parents and carers receive consistent, trusted advice from pregnancy through to the early years.

The ICON message reminds parents and carers that:

I – Infant crying is normal and will stop

C – Comforting 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, ever shake or hurt a baby.

During ICON Week, families in Walsall are encouraged to learn more about coping strategies, seek support when needed and have open conversations about the pressures that can come with caring for a young baby. Health and care professionals are also encouraged to use the week as an opportunity to share best practice, strengthen partnership working and promote the consistent delivery of the evidence-based ICON programme, helping to ensure every family receives high-quality support and advice.

“ The early years play a vital role in shaping lifelong health and wellbeing, both for babies and their families. While it is normal for babies to cry, coping with prolonged crying can be challenging, and at times, overwhelming for parents and carers.

ICON Week helps raise awareness of the support available and encourages open conversations about parenting, wellbeing and seeking help when needed. By working together across health, council and community services, we can help families feel supported, informed and confident, while promoting safer outcomes for babies across Walsall. “

Councillor Matt Eason, Portfolio Holder for Culture, Health and Wellbeing
Walsall Council

Families in Walsall can access a range of local services for advice, reassurance and practical support, from pregnancy through to early parenthood.

Expectant families can access the Health in Pregnancy Service, which offers support during pregnancy, labour, birth and parenting infants.

Fathers and fathers-to-be in Walsall can download DadPad, a free app designed to provide dads with all the knowledge, help and practical skills they need to thrive in fatherhood.

Walsall’s Health Visiting Service supports all parents and carers to help give a child the best possible start in life. Support is offered from pregnancy until a child starts school.

Walsall's Best Start in Life Family Hubs offer a welcoming space where families can access advice and support from a range of services. Sessions include stay-and-play, feeding advice, parenting workshops and emotional wellbeing support.

For more information and practical parenting support, visit the Walsall Council website.

For more information about ICON Week and access to resources for families and professionals, visit www.iconcope.org/iconweek. 

About ICON: Babies Cry, You Can Cope

• ICON is a national, evidence-based programme designed to help parents, carers and professionals understand infant crying and prevent Abusive Head Trauma (AHT), sometimes referred to as shaken baby syndrome. The programme promotes a simple set of messages to help families cope safely when a baby is crying.
• ICON was established in 2018 and has since grown to become one of the UK's leading infant crying and Abusive Head Trauma prevention programmes. It is now delivered across most of England, throughout Scotland and is expanding across Wales. 
• ICON works in partnership with NHS organisations, local authorities, safeguarding partnerships, charities and voluntary sector organisations to ensure families receive consistent messages and support throughout pregnancy and the early years of a child's life. 
• ICON provides and oversees a coordinated, multi-agency Abusive Head Trauma prevention programme, helping parents and carers across the UK cope with infant crying and keep babies safe.