ICON Week 2025: Helping Parents Stay Calm When Babies Cry

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This September, organisations across the country come together to support parents and carers during ICON Week 2025 (22–26 September). The national campaign shares 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. ICON Week helps families understand why babies cry, offers practical coping strategies, and highlights the importance of looking after your own mental health.

The ICON message is simple:

• 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 some, men in particular, talking about stress and finding ways to calm down before handling a crying baby can be an even bigger challenge. ICON encourages all parents to reach out for support, talk to someone they trust, and take breaks when needed. One simple coping strategy is to cut down on stimulation – turning off screens, dimming lights, and creating a calm environment for both parent and baby. Families are also being urged to use the ICON Crying Plan: a practical tool to remind parents of what helps them personally to stay calm when stress levels rise.

Lou Willis, Service Manager, Children’s Health Services said: “Babies crying is normal but when it becomes overwhelming, we want parents and carers to know that they are not alone and support is available from your health visitor, midwife and GP. As long as your baby is in a safe place, it is ok to walk away for a few minutes when you feel overwhelmed, take a breath and return in a calmer state of mind. Never shake your baby, please ask for help”.

You can download the crying plan and find more advice at www.iconcope.org/iconweek2025