bodychangeSocial Media Interactive, the Munich-based developer of the "BodyChange" movement, which promotes weight-loss via fitness and behavior change, slates a November push in the U.S.

A soft PR launch focused exclusively on online outreach begins in December followed by a full-blown brand awareness effort slated for January.

Messaging will evolve around the theme that the 10 Weeks BodyChange program is the way to shed pounds to become slim and sexy.

Men and women aged 16 to 49 looking to drop from 10 to 100 pounds will be targets of the PR campaign featured in magazines, talk/late night TV shows and social channels like Twitter, Instagram and Facebook.

BodyChange already has a foothold in the San Francisco market.

SMI views Weightwatchers, Beach Body and Spark People as potential American competitors.