Louisville attorney spends $500,000 on 60 billboards with positive messages

Personal injury attorney Sam Aguiar has spent more than $500,000 to place 60 billboards across Louisville since December 2024. The signs, located in high-traffic areas, display short, motivational phrases intended to offer encouragement to residents.

Aguiar, who has practiced law since 2008, designed the billboards himself. He sent the designs to his billboard representative and requested they be installed quickly. Aguiar described the decision as a way to reach people outside the courtroom, noting that the field is tough but rewarding.

The messages on the signs are brief. Aguiar cited examples such as "Believe in yourself," "Good vibes only today," and "Stay strong." He aimed for simplicity so the signs could resonate with individuals facing various challenges.

The campaign generated an immediate response. More than 2,000 people contacted Aguiar via phone, email, text, or social media. Among them were trauma nurses, EMTs, teachers, and single mothers. One cancer patient from eastern Kentucky told Aguiar that seeing the signs during her commute for chemotherapy provided a needed boost. Trauma nurses reported that the signs near hospitals helped them prepare for difficult shifts.

Aguiar also incorporated elements of social media trends into the campaign. One billboard near the fairgrounds references a dance move popular among teens. He noted that while parents might enjoy the reminder that they are a ten, their children might recognize the six-seven motion. He said he joined the trend rather than fighting it.

While Aguiar has gained new clients from the visibility, he stated the primary goal was not business generation. He described the effort as a way to remind people they are important, loved, and making a difference. Aguiar plans to continue the billboard campaign.