Parental insight into the management of crying infants

Abstract

Objectives

Shaken Baby Syndrome (SBS) is a preventable yet devastating cause of infant injury, frequently triggered by caregiver stress in response to persistent crying. The ICON campaign (“Infants Cry, You Can Cope”) seeks to normalise infant crying, equip parents with coping strategies, and reduce the risk of SBS. Despite its national reach, awareness among fathers remains comparatively limited. This project focused on raising awareness of the ICON campaign specifically among fathers, aiming to encourage positive coping behaviours and reduce the risk of shaken baby incidents.

Methods

This qualitative study included two audit cycles. Parents, of a child less than 1-year-old, were selected on an ad hoc basis in the paediatric assessment unit. Engagement activities included questionnaires, discussions, distribution of campaign materials, and one informal feedback session. Using informal discussions and accessible ICON materials allowed for a more conversational and less clinical environment, which helped participants feel comfortable sharing their experiences. This was important given the sensitive nature of topics such as stress, coping, and infant crying. To enhance participation, principles of appreciative inquiry were used, highlighting parents’ existing strengths in caregiving and creating a constructive space for sharing experiences. Positive feedback was deliberately emphasised to reinforce helpful behaviours, such as recognising when to pause, safely hand over the baby, or seek support.

Results

62 parents were a part of the study. Written feedback recorded in the questionnaires showed participants described the ICON messaging as ‘simple’, ‘memorable’, and ‘reassuring’. Feedback showed that ICON messages provided reassurance that persistent crying is a normal developmental phase rather than a sign of poor parentng. These findings imply tailoring public health campaigns to fathers and integrating positive feedback mechanisms that strengthen engagement and behaviour change. Discussions with parents revealed general stress as a contributing factor to response to their crying infant. Utilising ICON messaging within this broader context, allowed parents to realise that overcoming stress can help them be better equipped when dealing with their crying infant.

Conclusion

 This project demonstrates that strengths-based approaches can extend the reach and awareness of the ICON campaign. Outcomes from the project demonstrated that father-focused engagement is both feasible and impactful. Overall, parents valued the ICON messaging and described confidence in their ability to soothe and manage their infant during episodes of crying.