Graco UK announces a donation to Cry‑sis, the only UK charity offering a dedicated helpline for parents with a baby who cries excessively or has sleeping problems. The funding provides a vital financial boost, securing the service for at least the next 12 months.
Steve Davidson from Cry-sis said: “Since being signposted by the NHS, Cry‑sis has seen a surge in demand. It’s fantastic to receive such credible endorsement and to provide our service to more families, but we rely on donations to cover operational costs to stay afloat. In recent times running the service has been more challenging than ever. Graco’s donation is a lifeline and will enable the charity to continue supporting parents who reach out in their hour of need.”
The donation forms a central part of ‘Parents, Connected’. Graco’s campaign focussed on the evolution of tech and its role during the challenging first months with a newborn. Informed by new insights, ‘Parents, Connected’, brings together expert partners and real parent voices. The child‑led sleep support organisation Fox and the Moon will be offering guidance, and alongside the charity Cry‑sis, Graco also continues its support of PANDAS, the UK’s leading perinatal mental health charity.
Tech is transforming babyhood – but human connection still matters most
Graco’s research found that digital platforms now play a key role in how parents navigate the early months. Google is the first port of call for almost every parent seeking information, almost half use parenting apps for baby‑related needs, and social media is the go to platform for advice on their personal needs, including mental health (53%) and physical wellbeing (58%). However, at their lowest ebb, parents still seek out human connection, with one in three reaching out to friends and family (34%) and nearly as many turning to health visitors (29%) before Google (23%).
Yet even with all this information at their fingertips, the emotional weight of the fourth trimester is unmistakable. Sleep deprivation is the biggest challenge of early parenthood, with over four in ten parents (43%) citing lack of sleep as the hardest part. A quarter said their baby’s crying was their biggest struggle, and almost three‑quarters (74%) found crying far harder than they had ever imagined. Over three‑quarters (78%) said their baby’s crying affected them negatively.
The emotional impact of caring for a newborn
This sense of emotional overload runs throughout the data with 69% saying they felt sad, 47% anxious and 41% frustrated when they couldn’t soothe their baby. 63% experienced brain fog, over half (56%) reported mood changes, and 53% struggled with reduced energy due to sleep deprivation. Night‑time crying was the hardest scenario for seven in ten parents (72%), while public crying caused stress for one in three (34%).
Connected support
Luisa Rollins‑Svensson, UK Marketing Manager at Graco, said: “This research confirms what we hear from parents: the early months are a complex mix of love, exhaustion and constant learning. Parents instinctively turn to digital tools, but when they feel most overwhelmed, they reach for real human reassurance. That’s why we created Parents, Connected and why we’re proud to support Cry‑sis. With our new Eluma range that features Cry Detection Technology, we are achieving our goal of bringing smart technology to support families in those challenging moments when they need it most”.
Families can access the Parents, Connected campaign through The Graco Village, Graco’s online parenting hub, where they can explore expert content, practical advice and supportive resources designed to make the early months feel a little less overwhelming.
For more information
Visit: www.gracobaby.eu/UK
