Vanessa Purdy and baby son James
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New mothers 'paid' to breastfeed in shopping vouchers scheme

A scheme offering up to £200 in shopping vouchers to mothers as an incentive to breastfeed their babies has been so successful in may be extended, the BBC has learned.

The initiative targeted women in areas where breastfeeding rates have been low.

One mother, Vanessa Purdy, told the BBC's Jane Dreaper how happy she was to breastfeed her baby, and how the voucher scheme provided a welcome boost.

  • 20 Nov 2014
  • From the section Health
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