The video shows the “touch points” which are the opportunities when health can talk to mothers and their partners about babies crying and anticipating the crying and considering how to manage crying. Initially midwives talk to pregnant women before the baby is born and just after birth. This is then discussed further at home by the community midwife and then the health visitor. A text reminds the mother of ICON and where to get help and support and finally the GP speaks to the mother at the post-natal check.
The purpose is to reduce the risk of abusive head trauma triggered by crying by increasing understanding crying is normal and will reduce. In addition to discuss methods to calm the baby and a range of sources of support to assist parents and open up discussions where parents are struggling.