Study to assess impact of national scheme to reduce head trauma injuries in babies

A national programme introduced to reduce rates of abusive head trauma in babies will be assessed as part of a new research study.
The ICON programme has been introduced in many NHS and other settings across England since 2018, including GP surgeries, maternity units and health visiting. The programme aims to cut the case numbers of abusive head trauma, sometimes referred to as ‘shaken baby’ syndrome.
ICON offers coping strategies, advice and support for parents and carers of crying babies under a year old.
ICON is made up of four simple messages given to families by healthcare professionals on up to five occasions in the baby’s early life: I – Infant crying is normal; C – Comforting methods can help; O – It’s ok to walk away; N – Never, ever shake a baby.
ICON also has an active social media and public health campaign to reach dads and male caregivers who may not be present during other medical touchpoints, as it is important for both mums and dads to receive the ICON messaging.
The new study, led by Dr Mark Lyttle (UWE Bristol) in collaboration with the University of Bristol and the National Institute for Health and Care Applied Research Collaboration West (NIHR ARC West) and sponsored by University Hospitals Bristol and Weston NHS Foundation Trust, will now evaluate the effectiveness of this programme. The study is funded by the National Institute for Health and Care Research (NIHR) Policy Research Programme.
The study will investigate whether infant head trauma occurs less frequently since the ICON programme was rolled out. It will gather the views of managers, health care providers, and parents and carers about the programme.
The study aims to assess the effectiveness of the programme in reducing the incidence of abusive head trauma and identify barriers and facilitators to its implementation and reach.
Dr Mark Lyttle said: “Evaluating the potential impact of the ICON programme at this stage of its growth is vital. Understanding whether this is beneficial, and which elements are most useful, will help policy makers make any recommendations on its use or improvements.”
Brain trauma, caused when the baby is hit or shaken, is the most common severe injury in babies. This form of abuse affects around 35 in 100,000 babies and is almost completely preventable. It can lead to lifelong learning, visual and hearing disabilities, and in about 20 per cent of cases, the baby dies.
Abusive head trauma is most common around the age when babies cry the most, a stressful time for the adults who care for them. Whilst it is not always possible to reduce how much a baby cries, it is possible to help parents and carers cope.
Research suggested that these brain injuries could be prevented with clear education and support messages for families about normal crying, especially if given on several occasions. Using this evidence, ICON was developed and has been growing in use. Since being commissioned in 2018, ICON is now used in 44 of 54 regions across England.
Dr Julie Brose, Senior Research Associate with the University of Bristol and NIHR ARC West, is responsible for recruiting parents to the study. She said: “A crying baby can be one of the most stressful things new parents have to deal with. We would like to hear directly from new parents and health care professionals to understand how parents cope with a crying baby and the impact of the ICON programme. This can help us understand how to best support new parents during this new season of life.”
If you would like to be part of this study, either as a parent, caregiver or healthcare provider, please contact Dr Julie Brose on 07393 762706 or julie.brose@bristol.ac.uk.
Related news

17 July 2025
Want social change? A deeper understanding could be key, study suggests
New study suggests a deeper understanding of social change could help close the gap between challenges and actions, especially on issues like climate change.

16 July 2025
Vast majority of rural councils have no targets for social housing, study finds
New research reveals a serious shortfall in rural social housing, with only 20 per cent of local authorities setting targets to deliver it.

16 July 2025
Researchers launch support hub for people with visible differences and their families
A first of its kind website offering evidence-based psychological support for people with visible differences and their families has been launched by university researchers.

11 July 2025
Wound dressings developed with support from UWE Bristol to be launched by global firm
Technology that a team of UWE Bristol scientists helped develop to aid the healing of chronic wounds will be used in new ‘smart dressings’ being launched by global medical company.

03 July 2025
Research lab The Brunel Centre opens to power sustainable and inclusive growth for the West of England
A new data and research centre designed to support sustainable and inclusive growth and industrial strategy in the region, has officially launched.

02 July 2025
Bristol’s trailblazing community-led climate action to expand across the West of England
UWE Bristol has been appointed as the evaluation and policy partner on a £1.75m project led by Bristol Climate & Nature Partnership.

24 June 2025
Gestural musical gloves developed at UWE Bristol to feature at prestigious science exhibition
Groundbreaking gestural musical glove technology originally developed at UWE Bristol will be exhibited at the Summer Science Exhibition 2025 in London.

11 June 2025
Telling our story at UWE Bristol: RISE with us
UWE Bristol has launched RISE - standing for Research, Innovation, Skills and Enterprise - an institutional framework which shapes the University's purpose, culture and future growth.

23 May 2025
New Centre launched at UWE Bristol to drive social and economic change across Africa through HE partnerships
UWE Bristol has launched the Centre for African Social and Economic Transformation (CASET) — a collaborative platform to support African-led innovation, research and HE initiatives.

20 May 2025
Short films created to improve self-management by Black people living with stroke
Short films exploring Black people’s experiences of stroke have been released as outputs from a research project led by UWE Bristol and Kingston University.

14 May 2025
Spruce trees communicate during a solar eclipse
A team of scientists, led by Visiting Professor Alessandro Chiolerio, has discovered that spruce trees can anticipate and respond to a solar eclipse.

12 May 2025
People with dietary needs choosing not to attend outdoor events
Individuals with dietary needs are choosing not to attend outdoor events because of the risks they associate with the experience, according to new research by UWE Bristol.