ICON Week 2026: Supporting Parents, Protecting Babies
This September, organisations across the country will come together for ICON Week 2026, a national campaign dedicated to supporting parents, reducing the risk of abusive head trauma and ensuring families have the knowledge and confidence to cope safely when a baby won’t stop crying.
This year’s ICON Week (21 to 25 September) will focus on strengthening engagement with fathers, partners and male carers, recognising the vital role they play in caring for babies and supporting family wellbeing, while also promoting greater consistency and quality in the delivery of the ICON programme to ensure that all families receive the same evidence-based information, advice and support wherever they access services.
The ICON message reminds parents and carers that:
- I – Infant crying is normal and will stop
- C – Comforting methods can sometimes soothe the baby
- O – It’s OK to walk away for a few minutes if the baby is safe and the crying feels overwhelming
- N – Never, ever shake or hurt a baby.
During ICON Week, families are encouraged to learn more about coping strategies, seek support when needed and have open conversations about the pressures that can come with caring for a young baby. Health and care professionals are also encouraged to use the week as an opportunity to share best practice, strengthen partnership working and promote the consistent delivery of the evidence-based ICON programme, helping to ensure that every family receives high-quality support and advice.
Dr Suzanne Smith, nurse, health visitor and founder of ICON, said: “Persistent infant crying can be stressful and exhausting for any parent or carer. ICON Week is about reassuring families that they are not alone, helping them understand that crying is a normal part of infant development, and reminding them that support is available. By planning ahead and knowing how to cope during difficult moments, we can help keep babies safe and support the wellbeing of their families.
“This year’s focus on engaging fathers and men is particularly important. Everyone who cares for a baby needs to understand the ICON message and feel confident asking for support when they need it.
“ICON Week provides an important opportunity to support local families with simple, practical advice. We know that caring for a crying baby can be overwhelming at times, and that’s why it is so important that parents, carers and professionals receive consistent messages and support. By working together, we can help families build confidence, reduce stress and keep babies safe.”
The campaign highlights that coping with a crying baby affects all parents and carers. Understanding the ICON message, planning ahead for difficult moments and knowing where to find support can make a significant difference during stressful situations.
For more information about ICON Week and access to resources for families and professionals, visit www.iconcope.org/iconweek.
To help ICON continue its important work supporting families and protecting babies, donations can be made at www.iconcope.org/donate.