ICON Week 2026: Supporting Parents, Protecting Babies

When a baby’s crying becomes overwhelming, a few moments can make all the difference. That’s the message at the heart of ICON Week 2026, a national campaign helping parents and carers cope with infant crying and keep babies safe.

The ICON programme is built around a simple message: Babies cry, you can cope. While crying is a normal part of a baby’s development, it can sometimes feel stressful and exhausting. ICON provides practical advice and reassurance for families during these challenging moments.

This year’s ICON Week focuses on improving engagement with fathers and men and promoting consistency and quality in the delivery of the ICON programme. The campaign recognises the important role of fathers, partners and male carers, while encouraging health and care professionals to share best practice and deliver clear, consistent messages.

Dr Suzanne Smith, nurse, health visitor and founder of ICON, said: “Persistent infant crying can be stressful and exhausting for any parent or carer. ICON Week is about reassuring families that they are not alone and reminding them that support is available.”

The ICON message is simple:
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 and the crying feels overwhelming
N – Never, ever shake or hurt a baby

Find out more and access resources at ICON website.

Click image for ICON leaflet

BABIES CRY! Infant crying is normal and it will stop.  A baby’s cry can be upsetting and frustrating. It is designed to get your attention and you may be worried that something is wrong with your baby.  For advice and guidance visit ICON website

Page updated August 2026