A pilot scheme in deprived areas of South Yorkshire and Derbyshire is offering new mothers up to £200 in shopping vouchers if they breastfeed their babies for six months.
The plan is to trail the project on 130 women who have babies from now until March with the view to a nationwide pilot being rolled out next year.
The areas have been chosen because they have such low breastfeeding rates with just one in four breastfeeding by the 6-8 week mark, compared with a national average of 55%.
Dr Clare Relton, the expert leading the project said she hope the financial incentives would create a culture where breastfeeding is seen as the norm:
“It is a way of acknowledging both the value of breastfeeding to babies, mothers and society,” she said.
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