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This week, Monday 22 – Friday 26 September 2025, is ICON week, which is dedicated to raising awareness about infant crying and how to manage it, supporting parents and carers, and preventing serious injuries, illnesses, and even fatalities caused by abusive head trauma, often resulting from shaking a baby.
ICON is an acronym for:
Today, we are focusing on the final letter in the ICON acronym:
 Never, ever shake or hurt a baby. It can cause lasting brain damage or death. If you are worried that your baby is unwell, contact your GP or call NHS 111.
Parents and people looking after babies can sometimes get so angry and frustrated with a baby’s cry, they lose control and shake their baby. This is highly dangerous, leading to lifelong injuries and, potentially death. You should check that carers understand how to cope with crying before leaving your baby with them.
The ICON website provides extensive material to promote that infant crying is normal. This includes a video to the BBC’s Shaken Inside Out Programme and “Ellis’ Story”. These are available in the following link: Never, ever shake a baby - ICON Cope.
The CSCP website also includes a number of resources, which can be used to promote ICON Week: CSCP ICON Page.
Professionals should print copies of resources, where possible, to share with families during contact sessions/family time, and to display in public areas, to raise awareness of the ICON message.
If you know a family who needs support with Infant Crying, please signpost them to their midwife, GP or Health Visitor.
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