The early results of a trial which rewards mothers with vouchers for breastfeeding their babies have been presented at the Public Health Science Conference in Glasgow by the principal investigator, Dr Clare Relton of ScHARR. Results of a feasibility study launched in November 2013 show that the scheme is highly acceptable to mums and healthcare professionals. Over half of all eligible mothers signed up for the scheme, of whom almost two thirds claimed vouchers for breastfeeding their baby at six to eight weeks. Mothers in the study reported that they felt acknowledged for their effort, with one mother describing her experience of the NOSH scheme as: “Getting something good for doing something good.”

The scheme will now be rolled out as a randomised controlled trial with over 4,000 mothers in Yorkshire and Derbyshire.

You can read more about the NOSH results here.

You can view the BBC news report and video here.

Read The Lancet full paper here.