The ICON Cope programme provides trusted, easy-to-follow advice for coping with infant crying and recognising when to seek support.
The ICON Message Home - ICON Cope
The ICON message is designed to help parents and carers remember the key steps in coping with crying:
I – Infant crying is normal and it will stop
C – Comforting methods can sometimes help
O – It’s OK to walk away
N – Never, ever shake a baby
Support is available, and it’s okay to ask for help.
Crying is a completely normal part of a baby’s development. While it can be distressing for parents and families, especially when nothing seems to soothe the baby, it is important to understand that this phase is temporary and will pass.
For many families, the early weeks with a newborn can feel overwhelming. Knowing what to expect and where to find support can make a big difference.
Why Do Babies Cry?
Crying is a baby’s primary form of communication. They may cry because they are:
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Hungry
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Tired or overstimulated
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Uncomfortable (e.g., wet or dirty nappy, wind, too hot or cold)
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Seeking comfort or closeness
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Experiencing normal developmental changes
Between 2 and 8 weeks of age, crying often increases sometimes for no clear reason and this can be completely normal.
Infant crying is normal, and it will stop.
Soothing Techniques That May Help
Sometimes, babies can be soothed with simple comforting methods such as:
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Skin-to-skin contact
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Rocking, holding, or gentle movement
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Offering a feed
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Playing white noise or calming sounds
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A warm bath
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A walk in the pram or a car journey
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A pacifier or dummy
However, there are times when a baby continues to cry despite all efforts. This does not mean the parent or caregiver is doing anything wrong.
Comfort methods can sometimes soothe the baby, and the crying will stop.
It's OK to Take a Break
When a baby’s crying becomes overwhelming, it is perfectly acceptable to take a moment to step away. If all immediate needs have been met and the baby is safe, they can be placed gently in their cot or Moses basket while you take a few minutes to breathe, calm down, make a drink, have a cry or call a trusted friend or family member.
It’s OK to walk away.
Self-care in these moments is not a sign of failure it is an important step in keeping both parent and baby safe.
Never, Ever Shake a Baby
In moments of extreme stress, some may feel pushed to the limit. It is vital to understand:
Never, ever shake or hurt a baby.
Shaking a baby, even for a few seconds, can cause serious injuries or death due to shaken baby syndrome. Anyone feeling at risk of harming their baby must seek immediate support.
Help and Support Are Always Available
No one should face this stage alone. There is help available from:
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Midwives
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Health visitors
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GPs
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Local parenting support services
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Family and friends
In Summary
Crying in young babies is common, and while it can feel overwhelming, it is usually temporary. Knowing what is normal, how to soothe a baby, and when to take a break can make a significant difference to family wellbeing.
Parents and carers are encouraged to speak up and seek support — help is always available, and no one should feel they have to cope alone.
