“Babies cry, you can cope!” The return of ICON Week (22-26 September 2025) is a timely reminder that, although when babies cry it can be stressful and overwhelming, help is out there and you can cope.
What is ICON week?
ICON Week is bringing together professionals, organisations, including the NHS in Lincolnshire, and communities from across the UK for five days of learning, sharing and fundraising, all to support keeping babies safe.
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
Now in its fourth year, ICON Week 2025 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.
Support and coping strategies for parents
This year, ICON Week is highlighting that coping with infant 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 – this means turning off screens, dimming lights and trying to create a calm environment for both parent and baby. Families are also being encouraged to use the ICON Crying Plan, which can be found on the ICON website here, a practical tool to remind parents of what helps them personally to stay calm when stress levels rise.
Local support in Lincolnshire
In support of ICON Week 2025, NHS Lincolnshire Integrated Care Board is doing its bit and with the support of Lincolnshire Police has created a video to raise awareness of infant crying and how to cope, in a bid to support parents/carers and prevent serious injury, illness and even death of young babies.
Eagle-eyed residents in and around Lincoln may also catch a glimpse of ICON week adverts on the side of buses, whereas residents in Boston will be able to see Boston stump lit up in support of ICON Week from next Monday (22 September), and community pharmacies across Lincolnshire have been displaying posters and adding ICON stickers to children’s pharmacy bags.
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 can help 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 crying gets overwhelming they have a strategy.”
For more information on ICON Week 2025 and to download an ICON Crying Plan, visit www.iconcope.org/iconweek2025