Table 1 Details of gifts, order of receipt and rationale

• Congratulations gift - a picture frame (week 1)

To celebrate the birth of the child, and prompt discussion of how thinking/about/looking at baby can stimulate enhance breast-milk production.

• Selection of healthy treats (graze box)

(week 2)

To promote a discussion on healthy eating, and the importance of a healthy lifestyle during breastfeeding

• Swimming voucher (week 6)

• Mum's pamper gift set (week 3)

To encourage women to take time out for themselves, to relax and re-charge their energy levels for successful breastfeeding

• Choice of glossy magazine

(week 4)

• Pamper session

(week 8)

• Voucher for quality ready-made family meal deal (week 7)

• Hot drink/cake from department store

(week 5)

To initiate discussions on breastfeeding outside the home, any barriers or concerns and to promote a local Breastfeeding Friendly Business Campaign which provides a sticker to indicate that breastfeeding women are welcome