Iconoculture: Residents of the town of Varallo in northwestern Italy are turning kilos into euros through a communal diet project initiated by the mayor.
Men who lose 4 kg (9 lbs.) in a month will receive €50 ($70). Women will get the same amount for losing 3 kg (7 lbs.). If they keep the weight off for five months, they’ll receive another €200, or $280.
There is power in numbers. A group approach to a challenge empowers people and provides a sense of community. Denaro (money), even more than health or appearance, can be highly motivational.
The euro diet [Iconoculture]
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