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.

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.
For more information about ICON please visit: iconcope.org
Resources
There are a number of leaflets, posters and other resources that you can download below, for use by professionals in Walsall:
ICON leaflet
Babies born prematurely leaflet
Comfort infographic poster
Pause at the door poster
Babies cry you can cope poster
ICON poster
Crying is normal poster
ICON Newsletter March 22
Assisting with ICON language translation
Need to translate leaflets to other languages? This can be done using ‘reachdeck’. You can also use ‘reachdeck’ to read aloud in a desired language and change to larger print, the question mark symbol on the tool bar gives some guidance of its facilities.
If you require any products printing then you can also use Harlow Printing who will provide a competitive price. They may already have leaflets in other languages and also provide red book inserts, magnets ect. You can see an example of products by clicking on the link below.
https://www.healthforallchildren.com/product-category/shop/icon/