Health and wellbeing
Walsall unites to support families and raise awareness during ICON Week
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“Babies cry, you can cope” – that’s the reassuring message being shared across Walsall during ICON Week (22–26 September 2025), as professionals and communities come together to support families and raise awareness of infant crying.
This year’s ICON Week theme focuses on mental health and staying calm, reminding parents and carers that crying is a normal part of a baby’s development. ICON also provides practical strategies to help cope and highlights the importance of remaining calm to prevent the dangers of shaking a baby, which can lead to Abusive Head Trauma (AHT), causing serious injury, disability, or even death.
Infant crying is normal, and help is always available. ICON stands for:
- I – Infant crying is normal and will stop
- C – Comfort methods can sometimes soothe your baby
- O – It’s OK to walk away if your baby is safe and the crying feels too much
- N – Never shake or hurt a baby
In Walsall, partners are working together to raise awareness of infant crying and support families on their parenting journey. Walsall Healthcare NHS Trust’s Health Visiting Service are using trauma dolls to show the devastating impact of Abusive Head Trauma (AHT), helping families understand the risks and encouraging safe coping strategies.
ICON awareness will also be embedded in Walsall Family Hubs’ weekly sessions, including stay and play, parent support groups, breastfeeding peer support and more.
“ Supporting families through early parenthood to give babies the best start in life is a priority for us in Walsall. ICON Week is an important opportunity to remind parents and carers that help is available and that no one should feel alone when coping with a crying baby. By promoting calm and safe responses, we’re helping to protect children and strengthen the mental wellbeing of families across the borough.
Our services offer a joined-up support network to help you understand infant crying, respond to your baby and access help when you need it the most. “
Walsall families are encouraged to access a number of services to support them and their child, such as the Walsall Health Visiting Service, which provides expert advice from pregnancy through to school when a child starts school. Support includes advice on family health, emotional wellbeing, feeding and access to support groups.
Walsall Family Hubs also offer a welcoming space where families can access advice and support from a range of services. Sessions include stay-and-play, feeding advice, parenting workshops and emotional wellbeing support.
Fathers and fathers-to-be can get DadPad in Walsall, a free app designed to provide dads with all the knowledge, help and practical skills they need to thrive in fatherhood.
Expectant families can also access the Health in Pregnancy Service, which offers support during pregnancy, labour, birth and parenting infants.
For more information and practical support, visit the Walsall Council website.
