Paying new UK mothers in supermarket vouchers could encourage them to breastfeed according to a new study.
Researchers found the financial incentives, to spend at UK stores like Tesco, Asda and Morrison’s, were responsible for a 6 per cent jump in breastfeeding rates.
Breastfeeding levels in the UK are the lowest in the world. In some areas just 12 per cent of six to eight-week-old babies are breastfed.
The new study of 10,000 new mothers, undertaken by researchers at Sheffield and Dundee universities, may help overturn the growing problem, shares Daily Mail.
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New mothers were offered shopping vouchers worth up to £120 ($212) if babies received breast milk at two days, 10 days and six weeks old.
A further £80 ($140) of vouchers was available to the volunteers if their babies continued to receive breast milk up to six months of age – like guidelines state.
Nearly half (46 per cent) of eligible mothers signed up to the scheme and two fifths claimed at least one voucher for breastfeeding.
The study, published in JAMA Pediatrics, found that the vouchers ‘really lifted mums and gave them recognition and acceptance’.
Shouldn’t we be offering better support not money?
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