It's a feasability study, NotCitrus. The lead researcher explained this when I heard her interviewed on the radio. This means they are going to test its practicalities as well as the reactions to it.
Incentives to change health-related behaviours and to change attitudes is a strand of health and behaviour change that has worked well in other areas - the key to success seems to be careful targetting, where social attitudes are entrenched and hard to change.
In areas where breastfeeding initiation and maintenance is very low, practical help, knowledge and well-trained HCPs only scratch the surface, because all of this does not go anywhere near combatting the attitude that bf is disgusting, weird, hippyish, perverted...and even women who want to breastfeed find all that a lot more powerful than anything else.
I have no idea if the vouchers-for-breastfeeding is workable or effective. That's why they are starting with a small study.
It really has nothing to do with women 'being made to feel guilty' for formula feeding. In areas where breastfeeding is seen as odd and unusual, guilt for formula feeding is a non-issue.