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

Personal injury attorney Sam Aguiar has operated his practice in Louisville, Kentucky, since 2008. In December 2024, he began placing motivational billboards throughout the city to reach the public outside of the courtroom.

Aguiar designed the signs himself and instructed his billboard representative to install them quickly. He stated that the goal was to create short, simple messages that would resonate with people during difficult periods. The signs feature phrases such as “Believe in yourself,” “Good vibes only today,” and “Stay strong.”

Since the campaign launched, Aguiar has installed approximately 60 billboards in high-traffic locations around Louisville. The response has been substantial, with more than 2,000 people contacting him via phone, email, text message, and social media platforms.

Many of the messages came from individuals in demanding professions. Aguiar noted that trauma nurses reported the signs near hospitals helped them prepare for difficult shifts. A cancer patient who traveled from Evansville for chemotherapy said the messages provided a boost. Other callers included EMTs, teachers, and single mothers.

The campaign also includes content referencing social media trends. One billboard near the fairgrounds displays a message aimed at younger audiences. Aguiar said he hoped parents would enjoy the reminder while their children recognized the reference. He described the approach as joining a trend rather than fighting it.

Aguiar stated that generating business was not the primary objective, although some new clients have contacted his firm. He emphasized that the project is about reminding people that they are important and loved. He said the signs serve to tell residents they are making a difference and improving the world.

The attorney has spent more than $500,000 on the campaign to date. He intends to continue the project, maintaining the presence of these messages in the local landscape.