Parents and carers across Sefton are being reminded that “Babies cry, you can cope!” as part of ICON Week 2025, which runs from Monday 22 to Friday 26 September.

Helping parents stay calm

ICON is a national programme designed to help parents and carers cope with infant crying and reduce the risk of Abusive Head Trauma (AHT), a serious injury that can occur if a baby is shaken.

Research shows that persistent crying can be stressful and in rare cases, some people lose control with devastating consequences.

The ICON message is simple and evidence-based:

• I - Infant crying is normal and will stop
• C - Comforting methods can help
• O - It’s OK to walk away if the baby is safe
• N - Never, ever shake a baby

Plan for difficult moments

This year’s campaign focuses on mental health and staying calm. Parents are encouraged to create an ICON Crying Plan, a practical tool to help them think ahead about what works best when stress levels rise, such as stepping outside for fresh air, 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, 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.”

Support is available

Parents and carers are urged to reach out for help if they need it, whether that’s speaking to family, friends, a midwife, health visitor or GP.

More information, resources and a downloadable crying plan template are available here.