ICON week runs from 22 and 26 September 2025. This national campaign is about sharing the important message – “Babies cry, you can cope!”.
Crying is a normal part of every baby’s development. For many parents, it can feel overwhelming – especially when combined with the pressures of everyday life.
What does ICON stand for?
- I – Infant crying is normal and will stop
- C – Comfort methods can sometimes soothe your baby
- O – It’s OK to walk away for a few minutes if your baby is safe and the crying feels too much
- N – Never shake or hurt a baby
This year’s theme is about mental health and staying calm. And that applies to everyone – mums, dads, and carers. For men in particular, talking about stress and finding ways to calm down before handling a crying baby can be a big challenge. ICON encourages both men and women to reach out for support, talk to someone they trust, and take breaks when needed.
Coping tips that can help
Create a calm space – turn off screens, lower the lights, and reduce noise. This can help both you and your baby feel more settled.
Plan ahead with the ICON Crying Plan. In the heat of the moment, being told to “calm down” isn’t always helpful. The Crying Plan helps you think in advance about what works for you – whether that’s stepping outside for a breath of fresh air, calling a friend, or listening to music.
Having a plan makes it easier to cope when the crying feels too much.
Dr Suzanne Smith, nurse, health visitor and founder of ICON, said: “Crying can push any parent to the edge, and it affects men just as much as women. ICON Week is about reassuring families that crying is normal, encouraging parents to care for their own mental health, and showing that support is always available. Taking steps to stay calm – whether that’s using the Crying Plan, reducing stimulation, or reaching out for help – can make all the difference.”
Pregnancy and maternity support
Your pregnancy is a journey, whether you’re looking forward to having your first baby or it’s something you’ve experienced before. Our pregnancy and maternity hub is a one-stop-shop for all the information and links you need during this time – including where you can get support once your little one arrives.
Visit our pregnancy and maternity hub
