Latest News - Children

ICON Week 2025 – Supporting Parents, Protecting Babies

“Babies cry, you can cope!” This September, NHS services, local authorities, charities and healthcare organizations across the country will join together once again to share important messages with parents and carers during ICON Week 2025 (22–26 September).

Now in its fourth year, ICON Week will focus on mental health and staying calm. The campaign reminds parents that infant crying is normal, provides practical coping strategies, and raises awareness of the dangers of shaking a baby - an action that can cause Abusive Head Trauma (AHT), leading to devastating brain injuries, disability, or even death.

The ICON programme is built around a simple, evidence-based message:

• 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 and the crying feels overwhelming
• N – Never shake or hurt a baby

This year, ICON Week is also highlighting that coping with crying is an issue for both men and women. For some men, finding someone to talk to and calming down before handling a baby can be an even bigger challenge. ICON encourages all parents to recognise the importance of asking for help and planning ahead for those difficult moments.

One simple coping strategy is to cut down on stimulation – turning off screens, dimming lights, and creating a calm environment for both parent and baby. Families are also being urged to use the ICON Crying Plan: a practical tool to remind parents of what helps them personally to stay calm when stress levels rise.

“Persistent crying can be extremely stressful for any parent. People often say, ‘just calm down’, but in the moment that’s not easy. The ICON Crying Plan helps parents think ahead about what works for them - whether that’s stepping outside for fresh air, calling a friend, or taking a few deep breaths - so that when the crying gets overwhelming, they have a strategy ready.

“No parent is alone in this. Support is available through midwives, health visitors, GPs and online resources. Reaching out for help is a positive step for both parents and babies.”

Please see the below video for a summary provided by the BSCP.

For more information and to download a crying plan template, visit: Crying plan - ICON Cope

We will be sharing the campaign every day via Bury Council | Bury | Facebook

Please feel free to re-share our posts to raise awareness and support this important campaign. 

#ICONWeek2025 #ICONcope

Links: Parents - ICON Cope

Bury Young Carers

Bury Children's Services have renewed their young carers offer.

Below are some useful links:

• Leaflet for Young Carers: YC leaflet 2025
• Young Carers Self-Assessment Document: https://www.bury.gov.uk/asset-library/young-carers-self-assessment.docx
• Young Carers Toolkit for Professionals: https://www.bury.gov.uk/asset-library/young-carers-toolkit-professionals.docx

Alongside this, this web page has more information on Bury’s Early Help Offer: Early Help - Bury Council alongside a dedicated inbox: Bury Young Carers BuryYoungCarers@bury.gov.uk – please note this is for queries and not referrals, which should be sent instead via the MASH.

Essential Parent - App

Trusted health and parenting information written by experts at your fingertips. A copy of the poster has been provided alongside this newsletter to access the QR codes. This application provides helpful support for families and as professionals, this new initiative requires your support to boost its awareness with Bury families. It is available in over 75 languages and features information and guidance across children’s development.

Safer Sleeping Toolkit

The following short video has been created to support and raise awareness for professionals working with families with additional vulnerabilities (such as substance misuse, domestic abuse and mental health concerns) around Burys Safer Sleeping Toolkit. This covers Burys bespoke toolkit, which has been adapted from the Lullaby Trust's Safer Sleep message, to give tailored information and consideration to where additional vulnerabilities are present for families.