This scheme infers that women who breastfeed are entitled to a 'reward' for doing so, which is fundamentally wrong.
Some women simply don't wish to breastfeed, or are unable to do so - why should they be made to feel inferior because they don't qualify for a 'prize' that they could certainly do with at that expensive time in their lives?
There is enough subtle pressure on mums who don't wish to or can't breastfeed their babies, that they are not 'proper' mothers - why add to it by making it a game with a cash prize?
Wrong on every level.