When UMass Dartmouth’s University Extension needed to promote their winter session courses on Facebook, they had a very sharp ad put together and ready to go. Problem was, Facebook is extremely strict about the images it allows companies and organizations to use in ad campaigns to their existing and prospective audiences.

What’s a copywriter to do? This project called for a “more is less” approach, combined with a lot of trial and error, since Facebook is not entirely forthcoming about whether what you’ve written passes muster. This version made the grade.