Valuing breastfeeding: a qualitative study of women's experiences of a financial incentive scheme for breastfeeding

Maxine Johnson; Barbara Whelan; Clare Relton; Kate Thomas; Mark Strong; Elaine Scott; Mary J Renfrew

doi:10.1186/s12884-017-1651-7

Valuing breastfeeding: a qualitative study of women's experiences of a financial incentive scheme for breastfeeding

Maxine Johnson (Lead / Corresponding author), Barbara Whelan, Clare Relton, Kate Thomas, Mark Strong, Elaine Scott, Mary J Renfrew

Research output: Contribution to journal › Article › peer-review

17 Citations (Scopus)

240 Downloads (Pure)

Abstract

Background: A cluster randomised controlled trial of a financial incentive for breastfeeding conducted in areas with low breastfeeding rates in the UK reported a statistically significant increase in breastfeeding at 6-8 weeks. In this paper we report an analysis of interviews with women eligible for the scheme, exploring their experiences and perceptions of the scheme and its impact on breastfeeding to support the interpretation of the results of the trial.

Methods: Semi-structured interviews were carried out with 35 women eligible for the scheme during the feasibility and trial stages. All interviews were recorded and verbatim transcripts analysed using a Framework Analysis approach.

Results: Women reported that their decisions about infant feeding were influenced by the behaviours and beliefs of their family and friends, socio-cultural norms and by health and practical considerations. They were generally positive about the scheme, and felt valued for the effort involved in breastfeeding. The vouchers were frequently described as a reward, a bonus and something to look forward to, and helping women keep going with their breastfeeding. They were often perceived as compensation for the difficulties women encountered during breastfeeding. The scheme was not thought to make a difference to mothers who were strongly against breastfeeding. However, women did believe the scheme would help normalise breastfeeding, influence those who were undecided and help women to keep going with breastfeeding and reach key milestones e.g. 6 weeks or 3 months.

Conclusions: The scheme was acceptable to women, who perceived it as rewarding and valuing them for breastfeeding. Women reported that the scheme could raise awareness of breastfeeding and encourage its normalisation. This provides a possible mechanism of action to explain the results of the trial.

Trial registration: The trial is registered with the ISRCTN registry, number 44898617 , https://www.isrctn.com.

Original language	English
Article number	20
Pages (from-to)	1-8
Number of pages	8
Journal	BMC Pregnancy and Childbirth
Volume	18
DOIs	https://doi.org/10.1186/s12884-017-1651-7
Publication status	Published - 8 Jan 2018

Keywords

Breastfeeding
Financial incentives
Qualitative

ASJC Scopus subject areas

Obstetrics and Gynaecology

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10.1186/s12884-017-1651-7Licence: CC BY

Final Published VersionFinal published version, 415 KBLicence: CC BY

Cite this

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title = "Valuing breastfeeding: a qualitative study of women's experiences of a financial incentive scheme for breastfeeding",

abstract = "Background: A cluster randomised controlled trial of a financial incentive for breastfeeding conducted in areas with low breastfeeding rates in the UK reported a statistically significant increase in breastfeeding at 6-8 weeks. In this paper we report an analysis of interviews with women eligible for the scheme, exploring their experiences and perceptions of the scheme and its impact on breastfeeding to support the interpretation of the results of the trial.Methods: Semi-structured interviews were carried out with 35 women eligible for the scheme during the feasibility and trial stages. All interviews were recorded and verbatim transcripts analysed using a Framework Analysis approach.Results: Women reported that their decisions about infant feeding were influenced by the behaviours and beliefs of their family and friends, socio-cultural norms and by health and practical considerations. They were generally positive about the scheme, and felt valued for the effort involved in breastfeeding. The vouchers were frequently described as a reward, a bonus and something to look forward to, and helping women keep going with their breastfeeding. They were often perceived as compensation for the difficulties women encountered during breastfeeding. The scheme was not thought to make a difference to mothers who were strongly against breastfeeding. However, women did believe the scheme would help normalise breastfeeding, influence those who were undecided and help women to keep going with breastfeeding and reach key milestones e.g. 6 weeks or 3 months.Conclusions: The scheme was acceptable to women, who perceived it as rewarding and valuing them for breastfeeding. Women reported that the scheme could raise awareness of breastfeeding and encourage its normalisation. This provides a possible mechanism of action to explain the results of the trial.Trial registration: The trial is registered with the ISRCTN registry, number 44898617 , https://www.isrctn.com.",

keywords = "Breastfeeding, Financial incentives, Qualitative",

author = "Maxine Johnson and Barbara Whelan and Clare Relton and Kate Thomas and Mark Strong and Elaine Scott and Renfrew, {Mary J}",

note = "Medical Research Council (MR/J000434/1) via the National Prevention Research Initiative Phase 4 Award. Funding for the costs of the intervention (shopping vouchers) for the trial was supported by Public Health England.",

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AU - Whelan, Barbara

AU - Relton, Clare

AU - Thomas, Kate

AU - Strong, Mark

AU - Scott, Elaine

AU - Renfrew, Mary J

N1 - Medical Research Council (MR/J000434/1) via the National Prevention Research Initiative Phase 4 Award. Funding for the costs of the intervention (shopping vouchers) for the trial was supported by Public Health England.

PY - 2018/1/8

Y1 - 2018/1/8

N2 - Background: A cluster randomised controlled trial of a financial incentive for breastfeeding conducted in areas with low breastfeeding rates in the UK reported a statistically significant increase in breastfeeding at 6-8 weeks. In this paper we report an analysis of interviews with women eligible for the scheme, exploring their experiences and perceptions of the scheme and its impact on breastfeeding to support the interpretation of the results of the trial.Methods: Semi-structured interviews were carried out with 35 women eligible for the scheme during the feasibility and trial stages. All interviews were recorded and verbatim transcripts analysed using a Framework Analysis approach.Results: Women reported that their decisions about infant feeding were influenced by the behaviours and beliefs of their family and friends, socio-cultural norms and by health and practical considerations. They were generally positive about the scheme, and felt valued for the effort involved in breastfeeding. The vouchers were frequently described as a reward, a bonus and something to look forward to, and helping women keep going with their breastfeeding. They were often perceived as compensation for the difficulties women encountered during breastfeeding. The scheme was not thought to make a difference to mothers who were strongly against breastfeeding. However, women did believe the scheme would help normalise breastfeeding, influence those who were undecided and help women to keep going with breastfeeding and reach key milestones e.g. 6 weeks or 3 months.Conclusions: The scheme was acceptable to women, who perceived it as rewarding and valuing them for breastfeeding. Women reported that the scheme could raise awareness of breastfeeding and encourage its normalisation. This provides a possible mechanism of action to explain the results of the trial.Trial registration: The trial is registered with the ISRCTN registry, number 44898617 , https://www.isrctn.com.

AB - Background: A cluster randomised controlled trial of a financial incentive for breastfeeding conducted in areas with low breastfeeding rates in the UK reported a statistically significant increase in breastfeeding at 6-8 weeks. In this paper we report an analysis of interviews with women eligible for the scheme, exploring their experiences and perceptions of the scheme and its impact on breastfeeding to support the interpretation of the results of the trial.Methods: Semi-structured interviews were carried out with 35 women eligible for the scheme during the feasibility and trial stages. All interviews were recorded and verbatim transcripts analysed using a Framework Analysis approach.Results: Women reported that their decisions about infant feeding were influenced by the behaviours and beliefs of their family and friends, socio-cultural norms and by health and practical considerations. They were generally positive about the scheme, and felt valued for the effort involved in breastfeeding. The vouchers were frequently described as a reward, a bonus and something to look forward to, and helping women keep going with their breastfeeding. They were often perceived as compensation for the difficulties women encountered during breastfeeding. The scheme was not thought to make a difference to mothers who were strongly against breastfeeding. However, women did believe the scheme would help normalise breastfeeding, influence those who were undecided and help women to keep going with breastfeeding and reach key milestones e.g. 6 weeks or 3 months.Conclusions: The scheme was acceptable to women, who perceived it as rewarding and valuing them for breastfeeding. Women reported that the scheme could raise awareness of breastfeeding and encourage its normalisation. This provides a possible mechanism of action to explain the results of the trial.Trial registration: The trial is registered with the ISRCTN registry, number 44898617 , https://www.isrctn.com.

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JO - BMC Pregnancy and Childbirth

JF - BMC Pregnancy and Childbirth

M1 - 20

ER -

Valuing breastfeeding: a qualitative study of women's experiences of a financial incentive scheme for breastfeeding

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Renfrew, Mary

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Valuing breastfeeding: a qualitative study of women's experiences of a financial incentive scheme for breastfeeding

Abstract

Keywords

ASJC Scopus subject areas

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Renfrew, Mary

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