About Icon

About ICON

The idea for the ICON programme and the different interventions within it was conceived by Dr Suzanne Smith PhD following a Winston Churchill Memorial Trust Travel Fellowship to USA and Canada in 2016 which included the study of effective interventions and research into the prevention of Abusive Head Trauma (AHT).  Research suggests that some lose control when a baby’s crying becomes too much.  Some go on to shake a baby with devastating consequences.  Suzanne found that the most effective evidence based programmes studied provide a simple message that supports parents/care givers to cope with infant crying.  Apart from preventing AHT, most people who have ever cared for a baby appreciate some advice about how to comfort a crying baby and how to cope when it goes on for a long time.

What ICON Stands For

ICON is all about helping people who care for babies to cope with crying.
ICON stands for ….

* I – Infant crying is normal

* C –Comforting methods can help

* O – It’s OK to walk away

* N – Never, ever shake a baby


Speak to someone if you need support such as your family, friends, Midwife, GP or Health Visitor.


ICON has been developed in partnership with all the areas who have taken on the programme.  Hampshire CCG and Local Safeguarding Children Partnership were key in designing and piloting the initial materials including the GP questionnaire which is now included in the Royal College of GPs National Toolkit and we are proud that RCGP have endorsed ICON.
Parents and families who have been affected by AHT have been pivotal in supporting the design and roll out of ICON.  They have approved all materials and worked tirelessly to attend events, telling their stories of tragedy and hope, making videos included in this website, raising awareness, speaking on TV and radio.  ICON would not be as robust as it is without their input.
ICON is managed by a collaborative of health trusts, local authorities and volunteers, the Executive National Strategic Group. All areas who have commissioned ICON are represented on a wider National Strategic Group.

ICON is delighted to have been approved for endorsement from the Royal College of General Practitioners (RCGPs).

The ICON information has been included within the RCGPs Toolkit:


RCGP Covid-19 Response:



Heva and Jacob

My whole world. You are my strength and the other half of my soul. xxx

Mae and Ellis

“Miss him every moment of every day. Working with ICON has really helped me through”

Terri Hill

“ strength is what we gain from the madness we survive.  Icon has given us the light in a very hard path with awareness we hope fewer family’s have to walk down this path.”

Jess Stephenson

I’m am proud to be one of many building blocks involved in the success of ICON, Dr Suzanne Smith created a solid foundation to make change and ICON was born.

Laura and Jason

Hi, I’m Laura, an ambassador for ICON & also mum of 2 boys. This is Jason who is my youngest, he is our little warrior.

“We Are Survivors”
Joanne and Charlie

“You are my sunshine”

Sarah and Harvey

Laughter is the best medicine.


Infant crying is normal and it will stop!

Babies start to cry more frequently from around 2 weeks of age.

The crying may get more frequent and last longer.

After about 8 weeks of age babies start to cry less each week


Comfort methods can sometimes soothe the baby and the crying will stop.

Think about are they:

  • hungry

  • tired

  • in need of a nappy change

  • Try simple calming techniques such as singing to the baby or going for a walk.


It’s Ok to walk away if you have checked the baby is safe and the crying is getting to you.

After a few minutes when you are feeling calm, go back and check on the baby


Never, ever shake or hurt a baby.

It can cause lasting brain damage or death.

If you are worried that your baby is unwell contact your GP or call NHS 111.

Speak to someone if you need support such as your family, friends, Midwife, GP or Health Visitor.

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