Cash incentives should be given to mothers to encourage breastfeeding, according to a pilot study that has been published in JAMA Pediatrics and conducted by the University of Sheffield and the University of Dundee.
Over 10,000 new mothers across South Yorkshire, Derbyshire and north Nottinghamshire were involved in the trial. Shopping vouchers worth up to £120 were given to mothers if babies received breast milk – either by breastfeeding or with expressed milk – at two days, 10 days and six weeks old.
As a further incentive, £80 vouchers were given if babies continued to receive breast milk at up to six months.
The result: There was an increase of six percentage points in areas where the scheme was offered, compared with areas where the scheme was not available – rising from 32% to 38% of mothers.
You can read the full study here