New moms encouraged to breastfeed with coupon rewards

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LONDON, ENGLAND – Keep calm and carry on bottle feeding? Not in the UK. British health official have launched a program to encourage new moms to breastfeed their babies, in exchange for shopping coupons.

Studies have shown that babies who are breastfed are healthier later in life. The program is called NOSH, or Nourishing Start for Health, and this is how it works: new moms receive $64.44 in coupons for the first two days of breastfeeding and the same amount after several milestones over a 6 months period, which makes a total of $322 in grocery coupons, and lots of happy baby burps.

With only 1% of women feeding their children exclusively breast milk, the UK is at the bottom of the list in Europe. Authorities say they’ve tried it all before choosing this non-traditional path. But reports coming out of the islands suggest taxpayers are not so satisfied with this approach.

One thing’s for sure though: whichever side of the nipple you’re on, this program sucks!

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