Now in its fifth year, ICON Week (22 to 26 September, 2025) focuses 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 lead to 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
N – Never shake or hurt a baby.
This year, ICON Week is also highlighting that coping with crying is an issue for both women and men. For some men, finding someone to talk to and calming down before handling a baby can be an even bigger challenge, and 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.
To help professionals, parents and carers, Wolverhampton Safeguarding Together is hosting 2 free training sessions. The session for professionals is on Tuesday (23 September) from 12pm to 1pm (book via Wolverhampton Safeguarding Together and the session for parents and carers is on Thursday 2 October, from 1pm to 2pm (details in the download section).
Councillor Obaida Ahmed, the City of Wolverhampton Council's Cabinet Member for Health, Wellbeing and Community, said: "Most babies start to cry more frequently from 2 weeks of age, with a peak usually being seen around 6 to 8 weeks.
"The ICON Week campaign is about sharing messages of support and advice to parents and carers who might be struggling to cope. We want to normalise the fact that babies do cry and some aren’t easily soothed, and we want to share information far and wide about what to do in these situations and, most importantly, how to stay calm.
"For anyone who needs support I simply say, please don’t continue to struggle. Help is available from your midwife, health visitor or GP, or you can go online and find resources on the ICON website.”
Dr Suzanne Smith, nurse, health visitor and founder of ICON, added: “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, please visit ICON.
