Collaboration with Mediaplanet – Animal health campaign with La Libre

Collaboration with Mediaplanet: read about the experiences shared by our founder, Dr Natacha Duquesnoy-Frankinet!

After the Liège International Show Jumping competition, our visibility increased. The Belgian public became more interested and requests multiplied. Audits, consultations and orders followed. Two weeks later, Lucie from Mediaplanet called me. She had visited our website and liked our philosophy. Our approach aims to improve horse health through nutrition. The ‘Animal Health’ campaign needed an equine angle. At first, I hesitated. The media outlet is generalist. I was concerned about a disconnect with the readership. As always at HNP, the decision was made as a family. My husband encouraged me. I accepted…

How it all unfolded

An initial contact was made with Lucie from Mediaplanet. A second contact allowed us to explain the approach in more detail. I explained how nutrition improves the well-being and health of equines. I sent over a series of blog articles that had already been written. Lucie summarised and framed the whole thing. We only had half a page. The report was sent to the journalist: precise and concise! We tried a Teams meeting. The sound was a problem. We finished via video and telephone. The technology was not cooperating. We focused the discussion on five key points. The objective: clarity above all else! I received a first draft: it perfectly reflected what I had said. I did not change anything. The text was accessible and accurate. The subject was clearly well received! We discussed a longer article for the future…

What we learned from it

It’s easy to become trapped in your own field. I work mainly with the equine industry. This collaboration with Mediaplanet forced me to take a step back. Thinking about equine nutrition in a more holistic way has been invaluable! The challenge was clear: to convey technical ideas to a non-specialist audience. Judging by the article and the feedback, the challenge has been a success. I hope I have sparked the interest of readers of the Animal Health feature! It is too early to measure the impact. The experience has already been enriching. I have read through the feature and discovered some interesting aspects of animal health. I invite you to do the same! This openness reinforces our approach to communication. It anchors the educational aspect. Staying true to the content while working on the form: that is the lesson.

What this collaboration with Mediaplanet confirms

• Clarity is a requirement, not a style. It guides every sentence.
• Speaking to the general reader requires clear choices.
• Say little, but say it right. No unnecessary jargon!
• The 5-point framework served as a compass.
• We prioritised readability and consistency. The result follows.
• Fidelity to the subject matter is non-negotiable. The article respected this.
• The short format forces us to focus on the essentials. This also serves our audience.
• Communication with Lucie was fluid. The dialogue remained open.

A longer article is being considered. We see this as a logical next step…This collaboration has highlighted the nutrition-health focus that defines us.

A useful and loyalty-building experience

The Liège Jumping event boosted our visibility… The campaign kept the momentum going! Our collaboration with Mediaplanet stayed true to our message. The text remained faithful. We gained clarity and reach. The general public was taken into account. The experience was enriching. The impact will be assessed over time. We will continue to share clear and useful nutrition information.

For French-speaking readers, find our articles below. : 👇

– L’article dédié à l’alimentation du cheval de Mediaplanet avec La Libre en collaboration avec HNP.

– La campagne “Santé Animale de Mediaplanet avec La Libre.

– Notre article “Bien nourrir son cheval : la base d’une bonne santé, aujourd’hui et demain”.

“When Nutrition and Care make the difference !”