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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:


Walsall Safeguarding Partnership ICON eLearning


Watch our two Icon Videos:


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 Assisting with ICON language translation



There are a number of leaflets, posters and other resources below, for use by professionals in Walsall, that you can download or order printed copies through the automated order form below:

ICON Leaflet/Poster Order Form

Please complete ALL the information below – this is required so we can send the appropriate materials to the right place.