Betsi Cadwaladr University Health Board signs up to ICON to support families

In November 2025, Betsi Cadwaladr University Health Board became the first health board in Wales to formally adopt the ICON programme, committing to offer additional support to parents and carers coping with infant crying.

The ICON programme helps mums, dads and other carers understand that babies cry — and that it’s normal. It shares practical messages about comforting a crying baby, encourages carers to take a brief break when they feel overwhelmed, and reinforces the crucial instruction to never, ever shake a baby. ICON was developed to help prevent abusive head trauma, the most common cause of death from child abuse in the UK, and to support families during early parenthood.  

To embed ICON across North Wales, midwifery, neonatal, health visiting and perinatal mental health teams have been trained to deliver a brief ICON conversation at key contact points during a baby’s first weeks. Information has also been shared with GP surgeries and other teams across the health board. ICON materials — featuring the supportive strapline Babies cry: you can cope — are linked from the board’s online Best Start information and resources hub for parents, and will be included in every Child Health Record (the ‘red book’) given to families after birth.  

Thanks to a partnership with the North Wales Safeguarding Board, the programme includes support materials in both English and Welsh, ensuring accessibility for families across the region. It will be further rolled out to partner organisations in the coming months.  

Michelle Denwood, Director of Safeguarding and Public Protection at the health board, said the initiative demonstrates a strong commitment to both preventing harm and helping families through one of the most vulnerable stages of life. ICON founder Dr Sue Smith also attended the launch event, praising the collaborative approach taken in North Wales.  

For more information on this programme and how ICON is being delivered in North Wales, read the full announcement on the Betsi Cadwaladr University Health Board website: