Alternative Hospital Gift Bags and Breastfeeding Exclusivity

The type of gift bags given to new mothers at the time of discharge from the hospital can influence their confidence in breastfeeding. Most hospitals in the US continue to distribute commercial gift bags containing formula samples despite the reported negative influence of commercial bags on the duration of breastfeeding. This study compared breastfeeding outcomes in women receiving three different kinds of gift bags at discharge. A prospective intervention study was conducted during 2009-2010 in New Jersey. Three breastfeeding cohorts were recruited and assigned to three groups: COMMERCIAL received discharge bags containing formula samples, BF-INFO received breastfeeding information and supplies, and PUMP received breastfeeding information/supplies plus a manual breast pump. Follow-up contacts were at 2, 4, and 12 postpartum weeks to determine breastfeeding outcome. The mean durations of exclusive (EBF) and partial breastfeeding were compared between groups using ANOVA. A total of 386 participants completed the study. The mean EBF duration (weeks) in the PUMP ( , ) and BF-INFO ( , ) were significantly longer ( ) than COMMERCIAL ( , ). The rate of EBF through 12 weeks in PUMP was most consistent. The mean duration of partial breastfeeding showed similar results: significantly longer in PUMP and BF-INFO than COMMERCIAL ( ). 1. Introduction Breast milk provides an abundance of nutrients in bioavailable forms that are crucial for the infant’s normal growth and development [1]. Exclusive breastfeeding provides strong protection against lower respiratory tract infections, gastroenteritis, middle ear infections, and childhood obesity [2–5]. Currently only 14.1% of infants in the US are breastfed exclusively through 6 months, below the target rate of 25.5% in the Healthy People 2020 objectives [6]. Breastfeeding mothers may encounter cultural and commercial barriers that make it difficult for them to sustain exclusive breastfeeding for the recommended duration [7]. Due to escalating acceptance of infant formula use by doctors and hospitals, breastfeeding can become something people feel they can opt in or out of and may lose its place as an essential part of infant development [8, 9]. Following the birth of a baby, information given to the mother can influence her confidence and adaptation to breastfeeding. Hospital practices that avoid formula supplementation and encourage early maternal contact with the newborn (e.g., holding baby skin-to-skin right after birth) and rooming-in support breastfeeding. However, by distributing commercial gift bags containing