ICON is a brand that focuses on helping caregivers cope with infant crying. The idea for the ICON program and its interventions was conceived by Dr. Suzanne Smith PhD, who conducted research on effective interventions and the prevention of Abusive Head Trauma (AHT) during her Winston Churchill Memorial Trust Travel Fellowship to the USA and Canada.

Research suggests that some caregivers lose control when a baby cries excessively, leading to devastating consequences. To prevent AHT and provide support to parents, ICON offers evidence-based programs that provide simple messages to cope with infant crying. The program encourages caregivers to remember that infant crying is normal, offers comforting methods, emphasizes the importance of not shaking a baby, and encourages seeking support from family, friends, and healthcare professionals.

ICON has been developed in collaboration with various organizations, including Hampshire CCG and Local Safeguarding Children Partnership, and has received endorsement from the Royal College of GPs. The input and support of parents and families affected by AHT have been instrumental in the design and implementation of ICON. Managed by a collaborative group of health trusts, local authorities, and volunteers, ICON is dedicated to providing valuable resources to caregivers and raising awareness about infant crying