Effect of Financial Incentives on Breastfeeding The Nourishing Start for Health (NOSH) Cluster Randomized Trial

DESIGN, SETTING, AND PARTICIPANTS The Nourishing Start for Health (NOSH) trial, a cluster randomized trial with 6 to 8 weeks follow-up, was conducted between April 1, 2015 and March 31, 2016, in 92 electoral ward areas in England with baseline breastfeeding prevalence at 6 to 8 weeks postpartum less than 40%. A total of 10010mother-infant dyads resident in the 92 study electoral ward areas where the infant’s estimated or actual birth date fell between February 18, 2015, and February 17, 2016, were included. Areas were randomized to the incentive plus usual care (n = 46) (5398mother-infant dyads) or to usual care alone (n = 46) (4612mother-infant dyads).