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22 September 2025
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Parents across the Black Country who are trying to cope with crying babies are being urged to try some useful tips as part of ICON Week – a national campaign aimed at supporting them through challenging times.
This year’s campaign, which runs from Monday 22 to Friday 26 September, is focusing on mental health and staying calm and is being supported by the Black Country Local Maternity and Neonatal System (BCLMNS).
ICON is built around the messages:
I – Infant crying is normal and will stop
C – Comfort methods can sometimes soothe the baby
O – It’s OK to walk away for a few minutes if the baby is safe
N – Never shake or hurt a baby
Debra Hickman Chair of the LMNS Neonatal Partnership Board, said: “Becoming a parent is a wonderful thing, but no-one pretends it’s easy.
“A crying baby can really affect mums and dads, grandparents, babysitters and carers because we can sometimes offer comfort, food and distractions and the crying continues. ICON Week is all about helping parents cope with what can be a distressing experience and reminding them that all babies cry – this doesn’t mean they are doing something wrong.
“This year’s focus is on mental health and staying calm because some babies will cry more than others and it can be challenging, particularly in those early few weeks when parents are adapting to their new responsibilities while also being sleep deprived. But it’s vital that, no matter how frustrated or upset a parent may be feeling, they don’t react and shake a baby as this can have serious consequences such as brain injuries, disabilities and, in the worst cases, death.
“As long as a baby is safe and cannot come to harm, it is perfectly OK to walk away for a few minutes, take stock and calm down before returning to them. Different comforting methods can help soothe a crying baby.”
Debra also urged parents to ask for help at tough times.
“Our Community Midwives, Health Visitors and Infant Feeding Specialists are always a good source of advice and support, and they understand how parents are feeling so no-one should feel that they have to struggle through alone. Please let them know if you’re finding things are tough with a crying baby. And this applies to dads as well as mums.”
Parents can also download a crying plan at ICON – Crying Plan to help them through.
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