New programme offers more support for parents coping with a crying baby
November 14, 2025
Parents will get more help to cope with their baby’s crying following the launch of a new support scheme in North Wales.
The ICON programme helps mums, dads and other carers understand the normal crying patterns of newborns, and encourages families to use simple comforting methods.
But it also makes it clear that it is OK to leave a baby somewhere safe and walk away for a few minutes if their crying gets too much. And it urges parents and carers to never, ever shake a baby – no matter how stressed or frustrated they become.
ICON was developed to help prevent abusive head trauma, which can cause lifelong neurological conditions and is the most common cause of death from child abuse in the UK.
The health board is the first in Wales to adopt ICON, and has worked with programme leaders to make Welsh language support materials available for parents and carers for the first time.
Members of our midwifery, neonatal, health visiting and perinatal mental health teams have been trained to deliver a brief ICON intervention at five key contact points during the first few weeks of a newborn’s life. Information has also been shared with our colleagues in GP surgeries and other health board teams.
ICON materials – featuring an affirmative ‘Babies cry: you can cope’ strapline – are also linked from our online Best Start information and resources hub for parents and families, and will be included in the Child Health Record or ‘red book’ given to all parents following birth.
Support for families
The programme has been funded by the North Wales Safeguarding Board, and will be rolled-out to other organisations in the region over the coming months.
Michelle Denwood, the health board’s Director of Safeguarding and Public Protection, said the programme has the potential to deliver real change.
“ICON has a powerful message that babies cry, that this is normal – and that we can all help mums, dads and other carers in the home to cope with crying,” she said.
“It shows that the health board has a commitment to help prevent abusive head trauma in babies, and to support families at one of the most vulnerable times of their lives.”
Babies normally start to cry more from around two weeks of age, reaching a peak of up to five or six hours a day at about six to eight weeks. Every baby is different, but infants usually start to cry less after about two to three months and begin crying for a clear reason from around five months.
ICON founder Dr Sue Smith said she was thrilled to join the event and to see the launch of the programme in North Wales first-hand.
She said: “I want to commend Betsi Cadwaladr University Health Board and partners in the North Wales Safeguarding Board for introducing ICON as the first area here in Wales – and for having the drive to do this in partnership with others through a multi-agency approach.
“It clearly shows passion and determination to protect babies and support parents and carers. We look forward to watching the programme develop here in North Wales.”
The programme was launched at a North Wales Safeguarding Board conference held to mark National Safeguarding Week.
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