Building Statewide Awareness Around Safer Roads and Distracted Driving
Palmetto Cycling Coalition
Services: Social Media Strategy, Content Development, Digital Advertising, Billboard Design & Placement
The Challenge
Palmetto Cycling Coalition, now known as Palmetto Walk Bike, is a South Carolina nonprofit working to make the state safer and more accessible for people who walk and bike through advocacy, education, and improved access.
With roadway safety and distracted driving presenting serious risks for cyclists and pedestrians, the organization wanted to increase public awareness and educate South Carolinians about safer driving practices. The challenge was to take an advocacy issue and turn it into clear, accessible messaging capable of reaching audiences statewide.
The Solution
Team EMILY developed and executed a coordinated awareness campaign supporting Palmetto Cycling Coalition’s Hands Free SC initiative.
Our team created social media content designed to educate audiences about roadway safety and the dangers of distracted driving while helping the organization maintain a consistent voice around the issue. Strategic social media advertising extended the campaign beyond the coalition’s existing audience to increase awareness among drivers and communities across South Carolina.
The digital campaign was reinforced through billboard advertising, with Team EMILY developing the creative and coordinating outdoor placement to carry the Hands Free SC message into high-visibility physical spaces.
The Impact
The Hands Free SC campaign gave Palmetto Cycling Coalition a coordinated platform for bringing greater visibility to distracted driving and roadway safety while supporting its broader advocacy efforts.
By combining educational social content, targeted digital advertising, and outdoor media, the campaign helped move an important safety issue beyond the organization’s existing network and into broader public conversation across South Carolina.
In May 2025, South Carolina lawmakers passed the South Carolina Hands-Free and Distracted Driving Act, establishing statewide restrictions on holding or supporting a mobile device while driving. The law took effect September 1, 2025—marking a significant policy advancement for the roadway safety issue Palmetto Cycling Coalition had worked to bring greater awareness to through initiatives including Hands Free SC.
