Mayor Gianluca Buonanno of Varallo announced plans to give 50 euros ($70) to all the men who lose 4 kg (9 pounds) in a month, while the women will be rewarded the same amount for shedding 3 kg (7 pounds). A doctor must verify that participants are considered "overweight" prior to beginning their diet.

If this was not enough to motivate the people to lose weight, Buonanno also announced to pay an additional 200 euros ($280) to anyone who can keep the weight off for 5 months.

Buonanno was quoted by Britain's Guardian newspaper as saying, "Dieting needs strong motivation, and I am trying to muster some collective will here."

After the scheme was announced Friday, the people of this town of 7,400 people have come in queues to register over the weekend. According to European Union figures nearly 35 percent of Italians are overweight or obese.

The health-conscious mayor himself came up with this idea after his son called him "big belly."