Following the successful launch of ICON, the one year on evaluation report is now available.

HSJ Value Awards Finalist 2019

ICON was shortlisted as a finalist in the HSJ Value Awards Communication Initiative Award

What is abusive head trauma

  • ‘Shaken Baby Syndrome’
  • Child Abuse
  • Catastrophic injuries:
    • Bleeds in the brain and behind eyes
    • Fractures
  • Babies can be shaken, thrown or hit
  • It affects approximately 24 of every 100,000 babies admitted to hospital each year
  • Research suggests 1 in 9 mothers may have shaken their baby and up to 2 in 9 felt like doing so.


Who shakes and why?

  • 70% perpetrators are males – fathers/male surrogates (Kesler et a 2008; Altman et al 2010)
  • Can occur in every socio-economic group
  • Coping with crying: Living on the edge
  • Caregivers lose control and shake – baby stops crying
  • Demonstrable relationship between the normal peak of crying and babies subject to AHT. (Barr et al 2006)
  • Increase in cases in the 1st month of life, a peak at 6 weeks during the 2nd month and a decrease during the 3rd to 5th months of life



  • Crying is considered the main trigger
  • Peak of crying is 6-8 weeks of age
  • The parents or the mothers partner are responsible for AHT in 75% of babies
  • A majority of perpetrators are male
  • The most at risk groups are:
    • Male baby
    • Below 6 months
    • Low birth weight
    • Regular contact with health professionals


Crying Curve

















Hampshire Presents ICON

Following a recommendation from Child U’s Serious Case Review for a local preventative campaign, contact was made with Dr Sue Smith, founder of ICON.

A proposal and presentation for a campaign was made to the Hampshire Safeguarding Children Partnership’s Main Board meeting in June 2017, which was fully endorsed .

A task and finish group was established in Hampshire.

Hampshire’s task and finish group joined the national steering group hosted by Rochdale Clinical Commissioning Group:

    • Hampshire led on the development of ICON materials and collaborated with parents via Dr Smith.
    • Hampshire’s group sought feedback from children, young people, parents/carers and professionals on the materials and the messages
    • Hampshire led on a pilot across children’s services, health and inclusion to gain feedback from parents/carers and professionals about the ICON messages and materials.

ICON Prevention

ICON is a programme of intervention based around coping with crying. The programme requires the same messages being shared with parents and carers at different stages by different professionals.


The ICON campaign was launched to professionals at an event in Hampshire on Monday 17 September 2018. The presentation slides from the launch sessions are available to download here:

ICON launch presentation