The British government headed a new program that would pay mothers to breastfeed. The two part program enables mothers to get the equivalent of $370 in gift cards if they breastfeed infants for six months.
The front loaded program will give Moms gift a bit more than half of the incentive after six weeks, ensuring that the nutrition of breast milk has benefited the infant for the first weeks of their life, and through follow up by midwives and visiting nurses, will be confirmed before the second portion of the payment is given to the mom.
I love the idea of encouraging breastfeeding. Breastfeeding is hard – Yes, it comes with benefits – but it’s hard. It’s easy and tempting to give up when perceived conveniences are so easily accessible. Are gift cards the answer?
Janet Fyle, of the Royal College of Midwives, questioned the initiative: “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.”