Financial incentives modestly improved breastfeeding rates in areas of England with a baseline prevalence of less than 40%, according to a study published in JAMA Pediatrics.
The trial included 10 010 new mothers who were randomly assigned to usual care following the United Nations Children’s Fund (UNICEF) Baby Friendly Initiative, or to an intervention group that financially rewarded women for breastfeeding. Intervention group participants received usual care in addition to a $50 shopping voucher each time they stated in writing that their infants were receiving breast milk at ages 2 days, 10 days, 6 to 8 weeks, 3 months, and 6 months.
Slomski A. Breastfeeding Rates Improved With Financial Reward. JAMA. 2018;319(8):761. doi:10.1001/jama.2018.0827
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