ICON Week, 21–25 September 2026
ICON Week returns this September, bringing organisations, professionals and families together across the UK to raise awareness of infant crying and help keep babies safe. Running from 21–25 September, the campaign highlights the simple, memorable message at the heart of ICON: babies cry, you can cope.
Infant crying is a normal part of development. As ICON explains, babies often begin to cry more frequently from around two weeks old, with crying usually peaking at six to eight weeks before gradually easing as they grow older. “Every baby is different, but after about 8 weeks, babies start to cry less and less each week.”
For many parents and carers, this phase can feel exhausting or worrying. Crying is designed to get your attention, and it doesn’t always mean something is wrong. ICON Week encourages families to understand what is typical, feel reassured, and know where to turn for support during challenging moments.
This year’s campaign also focuses on improving engagement with fathers and men, recognising the important role they play in supporting babies and young children. Across the UK, partners will be sharing consistent, evidence‑based messages to help families feel confident and supported.
At Aspire, we’re currently preparing our resources and activities for ICON Week 2026. We’ll be sharing updates, local information and ways to get involved over the coming weeks.
Understanding Infant Crying
ICON provides clear, practical guidance to help families cope safely when crying feels overwhelming. Comforting methods such as holding your baby close, talking calmly, offering a warm bath or taking a gentle walk can sometimes soothe them. ICON notes that babies may cry because they are hungry, tired, uncomfortable or unwell, and checking these basic needs can help. “Comfort methods can sometimes soothe the baby and the crying will stop.”
If you are worried that something is wrong or the crying does not settle, you can speak to your midwife, GP or health visitor, or call NHS 111 for advice.
When the Crying Feels Too Much
Feeling stressed by crying is completely normal. ICON encourages parents and carers to take a short break when emotions run high. Placing your baby in a safe place and stepping away for a moment can help you calm yourself before returning. “Don’t get angry with your baby or yourself. Instead, put your baby in a safe place and walk away so that you can calm yourself down.”
Calling a friend or relative, listening to music or doing something that helps you reset can make a real difference.
Keeping Babies Safe
ICON also raises awareness of the dangers of shaking a baby. Losing control in a moment of frustration can cause serious harm, including blindness, seizures, learning disabilities, physical disabilities or even death. “Shaking or losing your temper with a baby is very dangerous and can cause blindness… physical disabilities… death.”
ICON Week reminds families that this phase will pass, and support is always available.
The ICON Message
Babies cry. You can cope.
Infant crying is normal. Comforting methods can help. It’s OK to walk away if the baby is safe. Never, ever shake a baby.
If you need support, speak to someone you trust such as your family, friends, midwife, GP or health visitor.
Get Involved
Whether you’re a healthcare organisation, local authority, charity, community group or individual supporter, there are many ways to take part in ICON Week. Sharing campaign messages, hosting local activities or simply helping spread awareness can make a meaningful difference for families.
About Aspire Foundation
Aspire Foundation is a Gloucestershire charity providing children and family centres (Family Hubs), family support services, and early years settings across the Cheltenham and Tewkesbury localities. We help families thrive through practical support, community activities, and services that promote children’s development and wellbeing.