The campaign encouraged 11-13 year olds, a notoriously un-targetable audience, to consider their diet, and take responsibility for their own health. We developed six videos on junkmonkeys.tv which tackled high fat, salt and sugar foods in an engaging way. Our research into the demographic showed a reluctance to click, so we delivered as much of the message in the banner as possible, using rich media executions to tease the videos, and drive visitors to junkmonkeys.tv, who were then retargeted as more videos were released. Overall, campaign targets were exceeded with a rich media interaction rate of 22.72%.