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Would You Breastfeed If Your Government Paid You To?

Would You Breastfeed If Your Government Paid You To?

Would you breastfeed if — above and beyond the health benefits it has been linked to — you were paid to do so?

The U.K.’s National Health Service and a team of medical researchers are starting a pilot program that will do just this. 130 women with babies will be given up to £200 in shopping vouchers for supermarkets and other stores. The team behind the project says that, as breastfeeding has been a “cause of health inequalities,” they are seeking to encourage more women to nurse their babies. More children will then, it is hoped, accrue breast milk’s health benefits (preventing upset stomachs, asthma and chest infections);  breast milk has also been linked to a child’s brain development.

The women in the U.K. pilot program are all from “deprived areas of South Yorkshire and Derbyshire” where breastfeeding rates are low. Indeed, by the time an infant is six to eight weeks old, only one in four women are breastfeeding in those parts of the U.K. In comparison, the national average for women breastfeeding in the U.K. is 55 percent, one of the worst rates for breastfeeding in developed economies.

In the United States, 77 percent of babies are breastfed on leaving the hospital. 49 percent of infants are still breastfed at six months and 27 percent at twelve months.

According to Unicef, £40 million could be saved a year if more women breastfed their babies because of the health benefits linked to breastfeeding.

Vouchers and Creating a Culture of Breastfeeding

Women in the U.L. program must breastfeed for a full six months to receive the £200 of rewards in their entirety. As encouragement, £120 of rewards will be provided for the first six weeks of breastfeeding. There are no restrictions as to what the vouchers can be spent on.

Clare Relton of Sheffield University, who is leading the project, says that she is hopeful that the vouchers will serve to foster a culture in which breastfeeding is “seen as the norm” as well as being “a way of acknowledging both the value of breastfeeding to babies, mothers and society.”

Some including Janet Fyle, of the Royal College of Midwives, question the initiative and its use of financial incentives. “The motive for breastfeeding cannot be rooted by offering financial reward. It has to be something that a mother wants to do in the interest of the health and well-being of her child,” Fyle says in the BBC. She emphasizes that, for the vouchers-for-breastfeeding program to work, women will need adequate support from health workers.

Previous Incentives Programs for Obesity and Smoking

It’s not the first time the U.K. has used an incentives program to address a public health issue. Such programs have been used to target obesity and smoking.

Pounds for Pounds was created in 2009 in Kent and offered participants cash payments of up to £425 for losing weight. The program was not a success, with less than half of the participants experiencing significant weight loss and with a significant drop-out rate.

A two-year incentives program in Dundee, Scotland had more positive results. Smokers received £12.50 a week to quit. They were closely monitored, having to take regular breath tests which were highly accurate at telling whether they had smoked or not. By the end of three months, nearly a third of participants had stopped, more than twice the number in other smoking cessation programs.

If successful, the NHS plans to roll out the vouchers-for-breastfeeding program on a far larger scale.

While vouchers can be a first step to help people change their ways, creating an actual ”culture of breastfeeding” such as Sheffield University’s Reston calls for will likely call for additional efforts. What if, for instance, a woman is in a store to use one of her vouchers and her baby is hungry; will she be able to do so in a decent space and with impunity? Will she be looked at askance when nursing her baby in public?


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2:58PM PST on Nov 30, 2013

I am for anything that pays women for doing what they ordinarily do anyway. The human race has benefited from their free labor forever, so it's about time they get paid.

4:01AM PST on Nov 28, 2013

Another hand out we can't afford. I nursed a 3 of my babies, for free.

4:24PM PST on Nov 24, 2013

Sandra asked about passing on illness to breastfed babies--actually breastfeeding will protect your baby from many illnesses that you have! There are only a couple of important exceptions such as HIV(and there is controversy on this one) or diptheria, and more can't remember all right now. but really if you are unfortunate enough to have a disease that can be passed through milk than it can be passed to your fetus so you should not be having a baby in the first place. But back to the subject --vouchers could be a great way to support the decision to breast feed. Sometimes women need a little more incentive to keep it up when it gets difficult. Important for vouchers at stores where they can buy a good quality pump and bottles if they have to go back to work. I think the best thing to do is to guarantee paid time off work so they can establish a good breastfeeding relationship before having to go back to work.And yes, the taxpayers do pay for it--but they pay much more for the increased costs of formula feeding. Of course there are women who simply can't breastfeed --but many more who could with the right support.

1:41PM PST on Nov 23, 2013

If I had a baby, I probably would.

7:58AM PST on Nov 23, 2013

Following in the footsteps of my mother who breastfed for children, and my sister who feed her three,l breastfed my own three babies for eighteen months each.Have always failed to understand why mothers don't breastfeed, it costs nothing, requires no preparation and equipment,, and is obviously beneficial to both mother and baby. Mothers who breastfeed soon return to their pre pregnancy silhouette too. Disagree with offering monetary incentives, this is a case of where educating mothers is required. No doubt the NHS pays out large sums of money for our natal class, isn't breastfeeding advise offered at these classes?

7:47AM PST on Nov 23, 2013


5:13AM PST on Nov 23, 2013

not at my age

10:18PM PST on Nov 22, 2013

interesting. but i would do it for the health of my child.

4:39PM PST on Nov 22, 2013

I would breast feed my baby paid or not .

2:13PM PST on Nov 22, 2013


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