ICON Week 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
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.
Meanwhile, Wolverhampton Safeguarding Together will be holding special online awareness sessions for parents and carers on Thursday 24 September, 2026, from 2pm to 3pm. To take part, join on the day via WST Training ICON Awareness Session.
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 two weeks of age, with a peak usually being seen around six to eight 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, please don’t continue to struggle. Help is available from your local Best Start Family Hub, GP or health visitor, or you can go online and find resources on the ICON website or via the Healthy Child Wolves app or Dad Pad.”
For more information, please visit ICON. The NHS also provides advice on soothing a crying baby at Soothing a crying baby.
To contact a health visitor, call 01902 441057 or email rwt-tr.0-19service@nhs.net. To download the Healthy Child Wolves app, visit the App Store or Google Play.
DadPad is a free resource offering guidance on becoming a dad, with access to local support and services, and is available from the App Store and Google Play.
